Full Description
This book explores sustainability marketing through the lens of stakeholder relationship-related concepts, with a particular focus on stakeholders within global value chains, relationships with the public, and those affiliated with governmental entities. Addressing a perceived gap in the current literature, the chapters delineate contemporary challenges and propose potential solutions for each stakeholder group, prioritizing the strategic and cross-instrumental dimensions. Offering a comprehensive examination of relationship-oriented sustainability marketing in the contemporary landscape, this work will acquaint researchers with the challenges related to stakeholder engagement in sustainability marketing and advance scholarship on effectively managing stakeholder relationships.
Contents
1 Fundamentals of Relationship-oriented Sustainability Marketing.- 2 Tensions in Relationship-oriented Sustainability Marketing.- 3 Co-creation of Sustainability in Digitalized Global Value Networks.- 4 Sustainability Sponsorship to build Public Support.- 5 Resilience and Crisis Management through Public-private Partnership for Sustainability.- 6 Stakeholder Impact Assessment in Relationship-oriented Sustainability Marketing.- 7 Challenges and Opportunities in Relationship-oriented Sustainability Marketing.- 8 Trends and Outlook on Relationship-oriented Sustainability Marketing.
