Description
"... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production."
-- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK
Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities.
Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world.
The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.
Table of Contents
Foreword
Acknowledgments
About the Editors
Contributors
Section I An Overview of Social and Sustainability Marketing
Chapter 1 Empowering Marketing Organizations to Create and Reach Socially Responsible Consumers for Greater Sustainability
Weng Marc Lim
Section II Advances in Knowledge of Social and Sustainable Marketing: Understanding Sustainability Marketing
Chapter 2 The Sustainability Marketing Framework: A Tool for Teaching and Learning about Sustainability Marketing
Al Rosenbloom
Chapter 3 Cascades: What Is It and How Did It Reach Sustainability in a Highly Competitive Sector?
Myriam Ertz
Chapter 4 Sustainability Marketing in Contending for the Position of the European Capital of Culture (ECoC)
Ezeifekwuaba Tochukwu Benedict
Chapter 5 Cool Branding for Indian Sustainable Fashion Brands
Jasmeet Kaur and Gursimranjit Singh
Chapter 6 Personal Experience of Sustainability Practices and Commitment toward Corporate Sustainability Initiatives: Reflections of Sri Lankan Marketing Professionals
Kadka Ranjith and W.D.C. Jayawickrama
Section III Advances in Knowledge of Social and Sustainable Marketing: Sustainable Consumption and Consumer Behavior
Chapter 7 Evolving Prosumer Identity in Sustainable Consumption: Deconstructing Consumer Identity
Chamila Roshani Perera and Chandana R. Hewege
Chapter 8 Sustainable Practices and Responsible Consumption by the Hotel Industry: The Consumers’ Perspective
Srishti Agarwal and Neeti Kasliwal
Chapter 9 How Does Sustainability Affect Consumer Satisfaction in Retailing?
Antonio Marín-García, Irene Gil-Saura, and María-Eugenia Ruiz-Molina
Chapter 10 Bridging the Intention–Behaviour Gap in Second-Hand Clothing
Elin Pedersén, Amanda Persson and Adele Berndt
Section IV Advances in Knowledge of Social and Sustainable Marketing: Understanding Sharing Economy and Marketing
Chapter 11 Sustainability through Sharing Farm Equipment: A Research Agenda
Priyanka Sharma
Section V Advances in Knowledge of Social and Sustainable Marketing: Understanding Social Marketing
Chapter 12 Wroclaw: Transforming a City towards a Circular Economy-Zero Waste Social Marketing Campaign in Poland
Dorota Bednarska-Olejniczak and Jaroslaw Olejniczak
Chapter 13 Influencing Sustainable Food-Related Behaviour Changes: A Case Study in Sydney, Australia
Diana Bogueva, Dora Marinova and Talia Raphaely
Section VI Advances in Knowledge of Social and Sustainable Marketing: The Power of Online Consumer Reviews
Chapter 14 Enforcing Brands to Be More Sustainable: The Power of Online Consumer Reviews
Feyza Ağlargöz
Chapter 15 Leveraging Social Media to Create Socially Responsible Consumers
Bikramjit Rishi and Neha Reddy Kuthuru
Section VII Advances in Knowledge of Social and Sustainable Marketing: Addressing Global Crises
Chapter 16 Management of Shocking Global Crises: The Use of Public Marketing 4.0 within a Social Responsibility and Sustainability Approach
Manuel Antonio Fernández-Villacañas Marín and Ignacio Fernández-Villacañas Marcos
Section VIII Advances in Knowledge of Social and Sustainable Marketing: Understanding the Benefits of Sustainability Reporting Practices by Social Enterprises
Chapter 17 Assessing Sustainable Outcomes of Reporting Practices by Social Enterprises
Judith M. Herbst
Section IX Advances in Knowledge of Social and Sustainable Marketing: Safeguarding against Unsocial and Irresponsible Customers
Chapter 18 Unsocial and Irresponsible Behaviour: What Happens When Customers Lie?
M. Mercedes Galan-Ladero and Julie Robson
Section X Pedagogical Directions and Best Practices: Imparting Social and Sustainability Marketing Competencies
Chapter 19 Case Method as an Effective Pedagogical Tool: Some Insights for Better Learning Outcomes for Social and Sustainability Marketing Educators
Chandana R. Hewege
Section XI Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Emerging Economies
Chapter 20 From Skin Whitening to Skin Brightening and, Now, Skin Glowing: How L’Oréal Sustains Its Skincare Line from Colourism and Genderism to Racism and Classism
Huey Fen Cheong and Surinderpal Kaur
Chapter 21 Fashion Accessory Brand Development via Upcycling of Throwaway Clothes: The Case of Chapputz
Selcen Ozturkcan
Chapter 22 Sustainable Marketing in China: The Case of Monmilk
Ruizhi Yuan and Yanyan Chen
Chapter 23 Nurpu: A Dream towards a Sustainable Handloom Weaving Society
Sathyanarayanan Ramachandran and S. A. Senthil Kumar
Chapter 24 Social and Sustainability Marketing: Secure Meters: The Dharohar Case
Kirti Mishra and Shivani Singhal
Section XII Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Emerging Economies (Complex and/or Long)
Chapter 25 Saheli: The Zero-Side-Effect Pill—Marketing of Oral Contraceptives in the Context of Sexual Education to Create Socially Responsible Consumers
Neharika Binani, Anshika Singh and Palakh Jain
Chapter 26 Much Needed ‘Pad Man’ for Indian Females to Be Dignified: A Case Study on Period Poverty
Sneha Rajput and Pooja Jain
Section XIII Selected Case Studies to Reflect on Practice and Use as Learning Tools: Sustainability Marketing in the NFL
Chapter 27 Sustainability Marketing in the National Football League (NFL): The Case of the Philadelphia Eagles
Jairo León-Quismondo
Chapter 28 Leave It: Upskilling a Dog Owning Community
Jessica A. Harris, Sharyn Rundle-Thiele, Bo Pang, Patricia David and Tori Seydel
Chapter 29 Coexisting: The Role of Communications in Improving Attitudes towards Wildlife
Bo Pang, Patricia David, Tori Seydel, Sharyn Rundle-Thiele and Cathryn Dexter
Chapter 30 Closing the Confidence Gap in STEM: A Social Marketing Approach to Increase Female Retention
Carina Roemer, Bo Pang, Patricia David, Jeawon Kim, James Durl and Sharyn Rundle-Thiele
Chapter 31 GlobalGiving and Performance Metrics
Sivakumar Alur
Chapter 32 Co-Creating and Marketing Sustainable Cities: Urban Travel Mode Choice and Quality of Living in the Case of Vienna
Tim Breitbarth, David M. Herold and Andrea Insch
Section XIV Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Developed Economies (Complex and/or Long)
Chapter 33 Positioning a Company in the Chemical Industry as a Sustainability Driver
Filipa Lanhas Oliveira and João F. Proença
Chapter 34 Social and Sustainability Marketing and the Sharing Economy in the Coffee Shop Culture
Madhavi Venkatesan
Section XV Selected Case Studies to Reflect on Practice and Use as Learning Tools: Global Case Studies
Chapter 35 Hilton Faces Greenwashing Challenge
Jinsuh Tark and Won-Yong Oh
Chapter 36 MGM’s Dilemma in Responsible Gaming Program
Jinsuh Tark and Won-Yong Oh
Index
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