Sustainability marketing : new directions and practices
著者
書誌事項
Sustainability marketing : new directions and practices
Emerald, 2021
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
With changing business needs and increased levels of consumer awareness concerning social and ecological issues, organisations need to realign their profitability strategies in order to demonstrate their engagement with sustainable practices.
Sustainability Marketing: New directions and practices explores how an increase in customer's desire for sustainable products can form a key part of new marketing strategies. The authors shed new light on strategies that capture the benefits of sustainability from an ecological, social and profitability standpoint in business, while explaining the strategic intent required for building marketing strategies that will provide a competitive advantage.
The book harnesses the Triple Bottom Line concept by highlighting the significance of developing, refining, and implementing marketing strategies with a key focus on sustainability, in order to leave a positive impact upon the planet and people. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.
目次
PART I. MARKETING SCENARIO IN THE 21ST CENTURYChapter 1. Brief history of business and its sustainability
Chapter 2. Conventional marketing practices
Chapter 3. The Sustainability Challenge
Chapter 4. Marketing and socio-ecological balance
PART II. SUSTAINABILITY MARKETING: A NEW PARADIGM
Chapter 5. The basic concept of Sustainability marketing
Chapter 6. Sustainability Marketing - The Environmental Perspective
Chapter 7. Sustainability Marketing - The Social Perspective
Chapter 8. Sustainability Marketing - The Economic Perspective
PART III. CONSUMER ORIENTED SUSTAINABILITY MARKETING
Chapter 9. Market segmentation, targeting and positioning
Chapter 10. The Sustainable consumer
Chapter 11. Sustainability Marketing Mix
Chapter 12. Sustainability Branding
PART IV. SUSTAINABILITY MARKETING: STRATEGIC INTENT
Chapter 13. Foundation of Strategic Sustainability marketing
Chapter 14. Sustainability and Business environments
Chapter 15. Sustainability Marketing Strategy formulation
PART V. SUSTAINABILITY MARKETING: CONTEMPORARAY ISSUES
Chapter 16. Digitalisation and Sustainability
Chapter 17. Contemporary issues in Sustainability Marketing
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