Sustainability marketing : a global perspective
著者
書誌事項
Sustainability marketing : a global perspective
J. Wiley, 2009
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
WINNER of the VHB BEST TEXTBOOK AWARD 2010! (Presented by theGerman Academic Association for Business Research) Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. It has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4 Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society.
Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management.
目次
Preface PART I Understanding Sustainability and Marketing 1 Marketing in the Twenty-First Century A Very Short History of the World The Twentieth Century - The Century that Transformed the World Challenges for the Twenty-First Century Sustainable Development - Towards Transformation The Evolution of Marketing Thought The Marketing of the Future Towards Sustainability Marketing 2 Framing Sustainability Marketing Evolution of Marketing Emergence of Sustainability Marketing Elements of Sustainability Marketing Corporate Social Responsibility (CSR) PART II Developing Sustainability Marketing Opportunities 3 Socio-ecological Problems Socio-ecological Problems on a Macro Level Sources Sinks Socio-ecological Impact of Products on a Micro Level The Role of Media 4 Sustainable Consumer Behaviour Sustainability and Consumption The Consumption Process Understanding Sustainable Consumer Behaviour Sustainable Consumption in Context Key Consumption Contexts Consumer Behaviour for Sustainability Harnessing Consumer Behaviour for Sustainability PART III Developing Sustainability Marketing Standards and Strategies 5 Sustainability Marketing Values and Objectives Sustainability Marketing: Basic Assumptions and Values Sustainability Marketing Values Sustainability Marketing Objectives 6 Sustainability Marketing Strategies Marketing Strategy and Sustainability Understanding the Marketing Environment Sustainability Marketing Strategy Sustainability Innovations Sustainable Strategic Relationships Identifying Critical Issues for Sustainability Strategies PART IV Developing the Sustainability Marketing Mix 7 Customer Solutions Marketing Myopia Customer (Pre-)Purchase Solutions Customer Use Solutions Customer Post-Use Solutions Holistic Systems Approaches to Providing Customer Solutions Sustainability Branding 8 Communications The Ambivalence of Communication Sustainability Marketing Communication in Context Sustainability Product Communication Sustainability Marketing Messages Communication Throughout the Consumption Process The Credibility of Sustainable Product Claims Sustainability Corporate Communications The Consumer as Communicator 9 Customer Cost Total Customer Cost: The Consumer Perspective Total Customer Cost: The Marketer Perspective The Nature of Price Systems 10 Convenience Consumption and Convenience Convenience in Purchase Delivering Sustainability and Convenience in Purchase Convenience in Use Convenience in Post-Use Online Convenience PART V Developing the Future of Sustainability Marketing 11 Sustainability Marketing Transformations Sustainability Marketing Transformations: The Outside-In Perspective Sustainability Marketing Transformations: The Inside Perspective Sustainability Marketing Transformations: The Inside-Out Perspective 12 Reframing Sustainability Marketing Thinking Again about Sustainability Marketing Social Marketing and Sustainability Towards a More Sustainable Economy From Sustainability Micromarketing to Sustainability Macromarketing Towards a 'One Planet' Economy Conclusions: A Final Rethink Index
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