Full Description
This textbook presents a structured, value-based approach to sustainable marketing, guiding readers through the sequential process of understanding, creating, communicating, and delivering sustainable customer value. It integrates theoretical foundations with practical applications, offering a comprehensive framework for embedding sustainability into marketing strategies. Through real-world case studies, conceptual models, and problem-based learning exercises, the book equips students and professionals with the tools to address environmental and social challenges in marketing. It emphasizes stakeholder perspectives, consumer behavior, sustainable product and price management, ethical communication, and relationship marketing. Designed for both academic and professional audiences, this resource supports critical thinking and strategic decision-making in the evolving field of sustainability-driven marketing.
Contents
1. The call for sustainable future: a fad or a must?.- 2. Sustainable marketing process: a value-based approach.- Understanding sustainable value through consumer behavior.- 4. Creating sustainable value through product management.- 5. Creating sustainable value through price management.- 6. Communicating sustainable value through marketing communications.- 7. Delivering sustainable value through customer relationships.- Sustainable value in action: case studies.
