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Full Description
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.
A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz.
View the authors blog at: www.sustainability-marketing.com
Contents
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
