Sustainability Marketing

by Frank Belz, Ken Peattie

The new and extended Second Edition of the award-winning textbook Sustainability 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.

Genres: Green

306 pages, Paperback

First published April 28, 2005

Reviews

[Fódhla · Rating 4 out of 5]

Great book on sustainability marketing theory - introducing the systems change that needs to take place in marketing. Conceptualises a new marketing mix for sustainability with 4 new layers - customer solution, convenience, customer price and communication…

[Denis Passarella · Rating 3 out of 5]

Very smooth read for a textbook. I liked the applicable ties to actual businesses. I learned a lot of new companies who have a proactive approach to being sustainable

[Nathan · Rating 4 out of 5]

Read my review over at The Inspired Economist

[Holly]

Very few facts included. Easy to read.

[Kasy]

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