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EQUIPS THE NEXT GENERATION OF MARKETERS WITH THE CRITICAL SKILLS AND ETHICAL MINDSET TO LEAD IN A TIME OF UNPRECEDENTED CHANGE
Since its first publication in 2009, Sustainability Marketing has set the standard for how marketers can respond to global environmental and social challenges. Now in its third edition, this award-winning text remains a definitive resource in the field—blending rigorous theory, diverse global examples, and actionable strategy.
Sustainability Marketing offers a comprehensive, structured, and deeply insightful guide to integrating social, environmental, and ethical concerns into modern marketing strategies, delivering both theoretical depth and practical tools to help students and practitioners alike navigate the evolving sustainability landscape. With a fresh emphasis on global challenges, digital transformation, and circular economy principles, the third edition reflects the latest research, real-world case studies, and pressing debates in the field.
Covering a wide range of key topics, from rethinking the sustainability marketing mix to navigating the ethical tensions of brand activism, the authors provide a compelling blueprint for building marketing strategies that drive innovation, strengthen brand trust, and contribute meaningfully to sustainable development.
Sustainability Marketing: A Global Perspective, Third Edition, is essential reading for advanced students exploring the future of responsible business, educators integrating sustainability into their curriculum, and marketing professionals looking to align strategy with purpose and contribute to a more sustainable and equitable world.
Contents
Preface xi
Acknowledgements xv
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
Sustainable Development 8
Challenges for the Twenty- First Century 10
The Evolution of Marketing Thought 16
Beyond 'Modern' Marketing 17
2 Framing Sustainability Marketing 25
Marketing in Context 27
Elements of Sustainability Marketing 34
Corporate Context: Corporate Social Responsibility 37
Part II Developing Sustainability Marketing Opportunities 47
3 Socio- Ecological Issues 49
Socio- Ecological Issues on a Macro Level 51
Socio- Ecological Impact of Products on a Micro Level 61
4 Sustainable Consumer Behaviour 80
Sustainability and Consumption 83
The Consumption Process 88
Understanding Sustainable Consumer Behaviour 92
Contextualising Sustainable Consumer Behaviour 101
Harnessing Sustainable Consumer Behaviour 104
Part III Developing Sustainability Marketing Standards and Strategies 119
5 Sustainability Marketing Values and Objectives 121
Sustainability Marketing: Challenging Basic Assumptions 123
Sustainability Marketing Values: Brand Ethos 128
Sustainability Marketing Objectives: The Triple Bottom Line 134
6 Sustainability Marketing Strategies 144
Marketing Strategy and Sustainability 147
Understanding the Marketing Environment 148
Developing a Sustainability Marketing Strategy 158
Part IV Developing the Sustainability Marketing Mix 181
7 Customer Solutions 183
Marketing Myopia 185
Customer (Pre-)Purchase Solutions 185
Customer Use Solutions 188
Customer Post- Use Solutions 192
Sustainability Branding 195
8 Communications 207
The Ambivalence of Communication 209
Sustainability Communication - Getting the Message Right 213
Sustainability Communication - Getting the Message Across 217
Ambassadors and Advocates: Who Communicates for Us? 225
Sustainability Marketing Claims: Keeping Things Credible 231
9 Customer Cost 246
Total Customer Cost: The Consumer Perspective 248
Total Customer Cost: The Marketer Perspective 252
10 Convenience 271
Consumption and Convenience 273
Convenience in Purchase 275
Convenience in Use 282
Convenience in Post- Use 284
Online Convenience 286
Part V Developing the Future of Sustainability Marketing 293
11 Sustainability Marketing Transformations 295
Sustainability Marketing Transformation: The Inside-Out Perspective 297
Corporate Transformations 299
Market Transformations 304
Political Transformations 307
Social Transformations 308
Sustainability Marketing Transformations: Possibilities and Problems 311
12 Reframing Sustainability Marketing 318
Thinking Again About Sustainability Marketing 320
Towards a More Sustainable Economy 323
From Sustainability Micromarketing to Sustainability Macromarketing 328
Social Marketing and Sustainability 332
Towards a Prosperous 'One Planet' Society 335
Conclusions: A Final Rethink 337
Index 347
