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Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework.
This book helps to solve the problem of ineffective pro-environmental programmes and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identify key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the CE model. It also presents the results of studies which examined the pro-environmental marketing efforts of small- and medium-sized enterprises, non-governmental organisations and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour.
This book will be of great interest to students and scholars of green marketing, sustainable business and the CE, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.
Contents
About Authors.
List of figures and tables.
Acknowledgments and Financial Disclosure.
Introduction..
Chapter 1. The circular economy - an outline of the concept and its evolution.
1.1. The circular economy concept.
1.2. Evolution of the circular economy concept.
1.3. Key objectives and results of a circular economy.
1.4. Circular economy implementation in word economies and mapping CE networks.
References
Chapter 2. The evolution of sustainable marketing against a background of selected market changes.
2.1. The evolution of the conventional understanding of marketing.
2.2. The beginnings of sustainable marketing and the green supply chain.
2.3. Sustainability and sustainable marketing: definitions and practical examples
2.4. Adverse consumer trends slowing the development of sustainable marketing.
2.5. Planned product obsolescence.
2.6. Greenwashing.
2.7. Trends supporting the development of sustainable attitudes
References
Chapter 3. The Main Sustainable Change Actors.
3.1. The concept of stakeholders
3.2. Groups of stakeholders in a circular economy and a sustainable change.
3.3. Consumers as benefactors and the main stakeholders in sustainable change.
3.4 The role of NGOs in a circular economy.
3.5 The corporate sector and its involvement in sustainable change.
3.6. Educators, academics and researchers promoting a circular economy.
3.7. The importance of influencers and celebrity endorsement.
3.8. Other sustainable stakeholders.
References
Chapter 4. Examples of activities of enterprises in a circular economy.
4.1. Methods: An overview of circular economy and sustainable marketing practices.
4.2. An overview of circular economy and sustainable marketing practices.
Conclusions.
References
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