Ulteriori informazioni
For courses in Sustainable Marketing or as a supplement to marketing courses that include sustainability as a focus.
A lasting approach to marketing.
As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society. To help readers make a lasting impression in their marketing efforts, Martin/Schouten provides the concepts behind valuable and lucrative sustainable marketing strategies.
Sommario
Chapter 1: An Introduction to Sustainable Marketing
Chapter 2: Sustainable Marketing Strategy
Chapter 3: Ethical Dimensions of Sustainable Marketing
Chapter 4: The Marketing Environment and Processes
Chapter 5: Consumer Behavior and Sustainable Marketing
Chapter 6: Measurement and Research for Sustainable Marketing
Chapter 7: Market Segmentation, Targeting, and Positioning for Sustainability
Chapter 8: Global Problems, Global Opportunities
Chapter 9: Sustainable Products and Services
Chapter 10: Sustainable Branding and Packing
Chapter 11: Marketing Channels: Sustainability in the Value Chain
Chapter 12: Sustainable Pricing
Chapter 13: Sustainable Marketing Communication
Chapter 14: Sustainability in the Promotion Mix Methods, Media, and Customer Relationships
Chapter 15: Digital Media and Sustainable Marketing
Riassunto
For courses in Sustainable Marketing or as a supplement to marketing courses that include sustainability as a focus.
A lasting approach to marketing.
As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society. To help readers make a lasting impression in their marketing efforts, Martin/Schouten provides the concepts behind valuable—and lucrative—sustainable marketing strategies.
