Sustainability Marketing Av Frank-martin (technical University Of Munich Germany) Belz, Ken (cardiff University Uk) Peattie

<p>The new and extended Second Edition of the award-winning textbook <b>Sustainability Marketing: A Global Perspective</b> 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.</p><p>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

Pris: kr 629.00 fra Norli