Sustainability Marketing : A Global Perspective

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises 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 addressed by marketers 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 '4Ps'; 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.A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz.View the authors blog at: www.sustainability-marketing.com

Sommario

Preface to Second Edition xi
 
Preface to First Edition xiii
 
PART I Understanding Sustainability and Marketing 1
 
1 Marketing in the Twenty-First Century 3
 
A Very Short History of the World 5
 
The Twentieth Century: The Century that Transformed the World 6
 
Challenges for the Twenty-First Century 7
 
Sustainable Development 10
 
The Evolution of Marketing Thought 13
 
Beyond 'Modern' Marketing 14
 
2 Framing Sustainability Marketing 21
 
Marketing in Context 23
 
Elements of Sustainability Marketing 29
 
Corporate Context: Corporate Social Responsibility 31
 

Ethical Context 35
 
Socio-Political Context 37
 
Global Context 38
 
PART II Developing Sustainability Marketing Opportunities 49
 
3 Socio-Ecological Problems 51
 
Socio-Ecological Problems on a Macro Level 53
 
Socio-Ecological Impact of Products on a Micro Level 61
 
4 Sustainable Consumer Behaviour 77
 
Sustainability and Consumption 79
 
The Consumption Process 83
 
Understanding Sustainable Consumer Behaviour 86
 
Sustainable Consumption in Context 92
 
So Who Is the Sustainable Consumer? 98
 
Harnessing Sustainable Consumer Behaviour 103
 
PART III Developing Sustainability Marketing Standards and Strategies 115
 
5 Sustainability Marketing Values and Objectives 117
 
Sustainability Marketing: Challenging Basic Assumptions 119
 
Sustainability Marketing Values: Brand Ethos 124
 
Sustainability Marketing Objectives: The Triple Bottom Line 129
 
6 Sustainability Marketing Strategies 137
 
Marketing Strategy and Sustainability 140
 
Understanding the Marketing Environment 140
 
Developing a Sustainability Marketing Strategy 147
 
PART IV Developing the Sustainability Marketing Mix 171
 
7 Customer Solutions 173
 
Marketing Myopia 175
 
Customer (Pre-)Purchase Solutions 175
 
Customer Use Solutions 178
 
Customer Post-Use Solutions 182
 
Sustainability Branding 185
 
8 Communications 197
 
The Ambivalence of Communication 200
 
Sustainability Product Communication 203
 
Sustainability Corporate Communications 218
 
The Consumer as Communicator 221
 
9 Customer Cost 231
 

Total Customer Cost: The Consumer Perspective 233
 
Total Customer Cost: The Marketer Perspective 236
 
The Nature of Price Systems 247
 
10 Convenience 255
 
Consumption and Convenience 257
 
Convenience in Purchase 259
 
Convenience in Use 266
 
Convenience in Post-Use 267
 
Online Convenience 269
 
PART V Developing the Future of Sustainability Marketing 275
 
11 Sustainability Marketing Transformations 277
 
Sustainability Marketing Transformation: The Inside-Out Perspective 279
 
Corporate Transformations 281
 
Market Transformations 284
 
Political Transformations 287
 
Social Transformations 288
 
Sustainability Marketing Transformations: Possibilities and Problems 291
 
12 Reframing Sustainability Marketing 299
 
Thinking Again about Sustainability Marketing 301
 
Social Marketing and Sustainability 303
 
Towards a More Sustainable Economy 306
 
From Sustainability Micromarketing to Sustainability Macromarketing 310
 
Towards a Prosperous 'One Planet' Society 313
 
Conclusions: A Final Rethink 314
 
Index 319

Info autore

Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).
Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).
The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.

Dettagli sul prodotto

• Autori: Belz, Frank-Marti Belz, Frank-Martin Belz, Belz Frank-Martin, Ken Peattie, Peattie Ken
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 01.08.2012
• EAN: 9781119966197
• ISBN: 978-1-119-96619-7
• Pagine: 352
• Dimensioni: 188 mm x 234 mm x 19 mm
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Marketing management, Business & management, Sales and marketing, Wirtschaft u. Management