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This textbook presents a structured, value-based approach to sustainable marketing, guiding readers through the sequential process of understanding, creating, communicating, and delivering sustainable customer value. It integrates theoretical foundations with practical applications, offering a comprehensive framework for embedding sustainability into marketing strategies. Through real-world case studies, conceptual models, and problem-based learning exercises, the book equips students and professionals with the tools to address environmental and social challenges in marketing. It emphasizes stakeholder perspectives, consumer behavior, sustainable product and price management, ethical communication, and relationship marketing. Designed for both academic and professional audiences, this resource supports critical thinking and strategic decision-making in the evolving field of sustainability-driven marketing.
List of contents
1. The call for sustainable future: a fad or a must?.- 2. Sustainable marketing process: a value-based approach.- Understanding sustainable value through consumer behavior.- 4. Creating sustainable value through product management.- 5. Creating sustainable value through price management.- 6. Communicating sustainable value through marketing communications.- 7. Delivering sustainable value through customer relationships.- Sustainable value in action: case studies.
About the author
Dobromir Kirilov Stoyanov holds a Ph.D. in Marketing from the University of Economics - Varna, Bulgaria. He is an Associate Professor at EM Strasbourg Business School, University of Strasbourg, France, where he teaches a wide range of marketing disciplines, including Retail Marketing and Logistics, Sustainable Marketing, B2B Marketing, Advanced International Marketing, and Sustainable Customer Relationship Management. His research interests focus on vending retail marketing, the chemistry of marketing, and sustainable marketing. He is a member of the HuManiS Research Center (UR 7308). His work has been published in the
International Journal of Retail & Distribution Management, Journal of Consumer Affairs,
and
Journal of Macromarketing.
Summary
This textbook presents a structured, value-based approach to sustainable marketing, guiding readers through the sequential process of understanding, creating, communicating, and delivering sustainable customer value. It integrates theoretical foundations with practical applications, offering a comprehensive framework for embedding sustainability into marketing strategies. Through real-world case studies, conceptual models, and problem-based learning exercises, the book equips students and professionals with the tools to address environmental and social challenges in marketing. It emphasizes stakeholder perspectives, consumer behavior, sustainable product and price management, ethical communication, and relationship marketing. Designed for both academic and professional audiences, this resource supports critical thinking and strategic decision-making in the evolving field of sustainability-driven marketing.
