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Full Description
In a time when consumers are more eco-aware than ever, this book provides a clear framework for businesses to make marketing decisions that not only drive profitability but also positively impact the environment and society.
Through its demonstration of how companies can thrive by integrating sustainability into their core marketing strategies, it is designed for businesses who are looking to grow responsibly in emerging markets. Divided into two parts - 'Consumer-Driven Marketing Strategy' and 'Purpose-Driven Marketing Strategy'—it emphasizes the importance of offering eco-friendly products, fostering meaningful local partnerships, and aligning marketing efforts with the values of conscious consumers. What makes this book unique is its focus on practical solutions tailored to emerging markets, where cultural, social, and environmental factors create both challenges and opportunities. Covering sectors like manufacturing and retail, it demonstrates how sustainability and smart marketing decisions can work together to drive long-term success. This is an essential resource for building a profitable, future-ready business aligned with global values.
Part of the Contemporary Management Practices series, this book will be useful to academics, research scholars, and industry practitioners who are interested in marketing, business strategy, sustainability, and environmental management, marketing management, sustainable business, consumer behaviour, business environment, strategic management, strategic marketing, and green marketing.
Contents
List of Figures. List of Tables. List of Contributors. Series Editor's Preface. Preface. Acknowledgements. 1. Introduction to Navigating Marketing Decisions for Sustainable Growth. Part 1: Consumer Driven Marketing Strategy. 2. Marketing to Millennials and Gen Z: A Qualitative Exploration of Effective Communication Strategies in the Digital Age. 3. The Effectiveness of Social Media Marketing in Engaging Gen Z Consumers and Promoting Sustainable Fashion Choices. 4. Customer and Service Provider Perception on Recommendation Systems in Food Delivery Applications. 5. The Influence of Brand Reputation and Social Influence on Consumer Willingness to Pay for Electronic Products in a Circular Economy. 6. Influence of Viral Marketing on Brand Loyalty: A Qualitative Study. 7. Sustainable Marketing and Its Effect on Consumer Perception and Purchase Intention of Skincare Products. 8. The Effect of Advertisement and Influencer Promotion on Target Audience in Digital Platform: A Conceptual Study. 9. Luxury in Transition! A Study on the Future of the Luxury Market. 10. A Data-Driven Framework for Enhancing Sustainable Marketing through Predictive Analytics. 11. Posthumanistic Approaches in Gender-Neutral Constructs for Cultural Branding of Places: Some Directions for Future Research in Tourism Perspective. 12. Consumer's Intention Towards Dark Tourism: An Empirical Study in Kolkata, India. Part 2: Purpose Driven Marketing Strategy. 13. Supply Chain Management in Times of Crisis: A Comprehensive Review and Future Research Agenda. 14. Agriculture Supply Chain Management: Prospects and Challenges Faced by Indian Farmers. 15. Big Data and Machine Learning in Hospital Supply Chain Management: A Pathway to Enhanced Performance. 16. Future Forward: Embracing the Metaverse in Healthcare Supply Chains. 17. EEG-Based Brain-Controlled Smart Wheelchairs: A Comprehensive Analysis of Current Trends, Challenges, and Future Prospects. 18. Exploring the Strategies for Wedding Events: An Organizer's Quest to Discover the Keys to Success. 19. The Role of Event Design Elements in Shaping Attendee Experiences and Perceptions. 20. Predictive Analytics for Reducing Customer Churn: A Pathway to Sustainable Retail Growth in the Phygital Era. 21. Mining Artificial Intelligence Strategies in Shaping Consumer Engagement. 22. An Integrated Approach to Supplier Selection using Analytical Hierarchy Process. Index.
