Sustainability Marketing: A Global Perspective, 2nd Edition - Image 1

£46.95

Wiley Sustainability Marketing: A Global Perspective, 2nd Edition

Name: Sustainability Marketing: A Global Perspective, 2nd Edition
Brand: Wiley
Price: 46.95 GBP
Availability: InStock

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Description

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com

Product Specifications

Brand: Wiley
Format: paperback
ASIN: 1119966191
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 17 August 2012
Listed Since: 26 July 2011

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Wiley Sustainability Marketing: A Global Perspective, 2nd Edition

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