Frank-Martin Belz, Ken Peattie

Sustainability Marketing

A Global Perspective

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1W119966190
• 2. Aufl.
• Seitenzahl: 352
• Erscheinungstermin: 17. August 2012
• Abmessung: 235mm x 191mm x 20mm
• Gewicht: 660g
• ISBN-13: 9781119966197
• ISBN-10: 1119966191
• Artikelnr.: 35000158

Autorenporträt

The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom. 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).

Inhaltsangabe

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