Sustainable Marketing

Sustainability has quickly reached the top of the agenda for businesses and governments. All types of organisations, from multinationals to charities, recognise the need to engage with economic, social and environmental sustainability issues and marketing has a key role to play in driving this change.

This book explores the complex and challenging environment of sustainable marketing. Tracing the development of marketing through from the original marketing concept via corporate social responsibility, societal and green marketing movements, the author explains the evolution and growth of sustainable marketing practice providing the most complete and accessible introduction to sustainable marketing on the market.

Key themes covered in the book include:

• Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability
• The nature of consumption in relation to sustainability
• The underlying attitudes of consumers towards sustainable consumption
• The use of marketing for behavioural change in consumers towards more sustainable lifestyles
• The changes required in marketing tactics to implement sustainability marketing strategies covering activities such as marketing communications, product development and supply chain management
• Planning for and managing sustainable marketing

Key features

Marketing dilemmas: encourage you to problem-solve and put yourself in the place of a marketer facing challenging situations and devising potential strategies

Research skills: help to hone your marketing research skills by challenging you to investigate sustainable marketing issues

Getting started: provide helpful starting points when you are planning research tasks and exercises

Professional practice: encourage you to think about how you would apply theory to practice in a professional context

Snapshots and Cases: offer a wide range of mini-cases and full case studies from the world of marketing, fashion, retail, entertainment, tourism and hospitality, including Aga, Red Sky, Marks & Spencer, Primark, Muji and 360 Vodka, encompassing a wide range of national and international contexts

Apply it:short exercises that focus on specific aspects of sustainable marketing theory to allow you to apply your knowledge and evaluate your understanding and progress in each chapter

The book makes an ideal companion text for the Marketing (Emerging Themes) unit of the CIMs Chartered Postgraduate Diploma in Marketing. Sustainable Marketing is essential reading for undergraduate and postgraduate marketing, business and management students on both general and specialist programmes, as well as for students of sustainable development.

Online resources

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