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Full Description
This book addresses the environmental, social, and economic challenges that corporations in emerging economies face, focusing on sustainability marketing as a paradigm-shifting approach. Drawing from cases across several emerging economies, including South Africa, Ghana, Nigeria, and Turkey, it examines how organisations can create long-term societal value through sustainable practices.
Reflecting the increasing pressure for organisations to adopt sustainability practices, the need for this book is rooted in what organisations in emerging economies stand to gain from the adoption and implementation of sustainable marketing strategies. Chapters address consumer behaviour and demonstrate best practices for integrating sustainability into marketing strategies. The opportunities and challenges associated with implementing sustainability strategies post-COVID are also explored.
This book, therefore, offers essential pathways and shares evidence of sustainability marketing. Covering topics such as the sustainability marketing mix, social marketing, sustainable consumption, and the role of communication, it is a valuable contribution to the ongoing discussion on sustainability from the perspective of emerging economies.
Contents
Chapter 1: Introduction to Sustainability Marketing: Setting the Scene Takalani Mudzanani, Devika Pillay, & Albert Anani-Bossman.- Chapter 2: A Framework of Sustainable Product Development in Emerging Markets: The TRACER Model for Sustainability Marketing Thomas Anning-Dorson.- Chapter 3: A Conceptual Framework for Sustainability Communication among Selected Sustainable Organisations in Ghana Albert Anani-Bossman & Joshua Doe.- Chapter 4: The sustainability marketing revolution: How has higher education responded? Devika Pillay.- Chapter 5: Sustainable marketing: Corporate Social Responsibility (CSR) and health care perspectives Sabiha Moola.- Chapter 6: Greenfluencers as promoters of sustainable consumption: A cross-country analysis Başak TAVMAN & Derya YALÇIN DOĞAN.- Chapter 7: Navigating Sustainability Marketing in an Emerging Market: Environmental Claims in Magazine Advertising Sibusiso Ndlovu1 & Debbie Ellis.- Chapter 8: To Be or Not to Be the Garbage of Rich Countries: A Critique on Turkey's Plastic Waste Recycling Policy and Trade Ayça Can Kırgız Özer & İsa Mustafa Cengizoğlu.- Chapter 9: Digital Transformation of Sustainability Marketing in Africa: A Multi-Stakeholder Framework for Emerging Technologies Thomas Anning-Dorson & Melissa Zulu.- Chapter 10: Sustainability Marketing: Using the Social Marketing Benchmark Criteria to promote healthy diets for social sustainability Tendai Matimelo & Debbie Ellis.- Chapter 11: The Effect of Green Logistics Practices on the Environmental Sustainability of Selected Fast-Moving Consumer Goods Companies in Nigeria Emmanuel O. Ajike, Jude C. Nwaulune, Folorunso I. Akande & Ayodeji G. Bamidele.
