Description
Book SynopsisWith changing business needs and increased levels of consumer awareness concerning social and ecological issues, organisations need to realign their profitability strategies in order to demonstrate their engagement with sustainable practices.
Sustainability Marketing: New directions and practices explores how an increase in customer's desire for sustainable products can form a key part of new marketing strategies. The authors shed new light on strategies that capture the benefits of sustainability from an ecological, social and profitability standpoint in business, while explaining the strategic intent required for building marketing strategies that will provide a competitive advantage.
The book harnesses the Triple Bottom Line concept by highlighting the significance of developing, refining, and implementing marketing strategies with a key focus on sustainability, in order to leave a positive impact upon the planet and people.
Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.
Table of ContentsPART I. MARKETING SCENARIO IN THE 21ST CENTURYChapter 1. Brief history of business and its sustainability Chapter 2. Conventional marketing practices Chapter 3. The Sustainability Challenge Chapter 4. Marketing and socio-ecological balance PART II. SUSTAINABILITY MARKETING: A NEW PARADIGM Chapter 5. The basic concept of Sustainability marketing Chapter 6. Sustainability Marketing – The Environmental Perspective Chapter 7. Sustainability Marketing – The Social Perspective Chapter 8. Sustainability Marketing - The Economic Perspective PART III. CONSUMER ORIENTED SUSTAINABILITY MARKETING Chapter 9. Market segmentation, targeting and positioning Chapter 10. The Sustainable consumer Chapter 11. Sustainability Marketing Mix Chapter 12. Sustainability Branding PART IV. SUSTAINABILITY MARKETING: STRATEGIC INTENT Chapter 13. Foundation of Strategic Sustainability marketing Chapter 14. Sustainability and Business environments Chapter 15. Sustainability Marketing Strategy formulation PART V. SUSTAINABILITY MARKETING: CONTEMPORARAY ISSUES Chapter 16. Digitalisation and Sustainability Chapter 17. Contemporary issues in Sustainability Marketing
