Ulteriori informazioni
This core textbook empowers and inspires students with sustainable marketing strategies to pursue the triple bottom line; People, Planet and Profit. The purpose is to underpin a brand's commercial competitive advantage through its societal and environmental impact.
It presents complex cross-disciplinary and cross-functional theoretical and practical discussions in a simplified manner to specify how the learning outcomes from different chapters can address the grand challenges associated with climate change, economic instability, geopolitical uncertainty, and inequity whilst underpinning profit-making ventures responsibly. The authors also demonstrate how the learning outcomes from this book can be applied in pursuit of each of the 17 United Nations (UN) Sustainable Development Goals (SDGs).
Each chapter features a chapter summary, preliminary vignette, key terms, web exercises, review and discussion questions, and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:
- The Manager's Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini cases for discussion
- Sustainable Marketing in Action: These sections inspire students to apply concepts and theories to actual business situations
This core textbook prepares the next generation of sustainable marketers to pursue their career goals with a commitment to fostering a positive and sustainable impact on society, the environment, the economy, their organizations, and themselves.
Sommario
Marketing Dynamics and Stakeholder Value Creation for People, Planet, and Profit.- Product and Service Development for People, Planet, and Profit.- Pricing Strategy for People, Planet, and Profit.- Brand Management, Marketing Communication, and Promotion Management for People, Planet, and Profit.- Distribution Management for People, Planet, and Profit.- Digital Marketing for People, Planet, and Profit.- Strategic Marketing, Sustainable Competitive Advantage, and People, Planet, and Profit.
Info autore
S. M. Riad Shams is an Assistant Professor in Marketing and PhD Program Leader at Newcastle Business School, Northumbria University, UK. He is a Board Member of the Northern Advanced Research Training Initiative (NARTI) in the UK and a Fellow of the Higher Education Academy. Riad’s research addresses environmental, societal, and managerial issues in the areas of sustainable marketing, social business, brand management, digital marketing, and international marketing. Riad has published papers in top-tier international journals and twenty-five books, including the core textbook Marketing Management: Past, Present and Future (4th edition).
David M. Brown is an Associate Professor of Marketing at Heriot Watt University, Edinburgh, Scotland. His research addresses marketing’s contribution to social, economic, and environmental sustainability, particularly the needs of diverse, often marginalized, stakeholders. He has specific research interests in sustainable value co-creation, social enterprises, internal marketing, and food and beverages. His work has been published in a range of academic journals on marketing, entrepreneurship, business and management, and he has authored two previous books. Prior to joining academia in 2012, David accrued 18 years’ industrial experience in major marketing and brand management agencies, capital equipment suppliers, and automative manufacturers.
Kimberley Hardcastle
Kimberley is an Assistant Professor of Business and Marketing at Newcastle Business School, Northumbria University, UK. With extensive industry experience in business and marketing, she is a researcher, writer, speaker, and advisor specialising in branding, sustainable consumer behaviour, artificial intelligence, algorithms, and digital platforms. Her research further explores the societal implications of emerging technologies. Kimberley’s work has been presented at numerous international conferences and published in leading peer-reviewed journals worldwide.
Riassunto
This core textbook empowers and inspires students with sustainable marketing strategies to pursue the triple bottom line; People, Planet and Profit. The purpose is to underpin a brand’s commercial competitive advantage through its societal and environmental impact.
It presents complex cross-disciplinary and cross-functional theoretical and practical discussions in a simplified manner to specify how the learning outcomes from different chapters can address the grand challenges associated with climate change, economic instability, geopolitical uncertainty, and inequity whilst underpinning profit-making ventures responsibly. The authors also demonstrate how the learning outcomes from this book can be applied in pursuit of each of the 17 United Nations (UN) Sustainable Development Goals (SDGs).
Each chapter features a chapter summary, preliminary vignette, key terms, web exercises, review and discussion questions, and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:
- The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini cases for discussion
- Sustainable Marketing in Action: These sections inspire students to apply concepts and theories to actual business situations
This core textbook prepares the next generation of sustainable marketers to pursue their career goals with a commitment to fostering a positive and sustainable impact on society, the environment, the economy, their organizations, and themselves.
