Sustainability Marketing

Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.

• Preface to Second Edition xiPreface to First Edition xiiiPART I Understanding Sustainability and Marketing 11 Marketing in the Twenty-First Century 3A Very Short History of the World 5The Twentieth Century: The Century that Transformed the World 6Challenges for the Twenty-First Century 7Sustainable Development 10The Evolution of Marketing Thought 13Beyond ‘Modern’ Marketing 142 Framing Sustainability Marketing 21Marketing in Context 23Elements of Sustainability Marketing 29Corporate Context: Corporate Social Responsibility 31Ethical Context 35Socio-Political Context 37Global Context 38PART II Developing Sustainability Marketing Opportunities 493 Socio-Ecological Problems 51Socio-Ecological Problems on a Macro Level 53Socio-Ecological Impact of Products on a Micro Level 614 Sustainable Consumer Behaviour 77Sustainability and Consumption 79The Consumption Process 83Understanding Sustainable Consumer Behaviour 86Sustainable Consumption in Context 92So Who Is the Sustainable Consumer? 98Harnessing Sustainable Consumer Behaviour 103PART III Developing Sustainability Marketing Standards and Strategies 1155 Sustainability Marketing Values and Objectives 117Sustainability Marketing: Challenging Basic Assumptions 119Sustainability Marketing Values: Brand Ethos 124Sustainability Marketing Objectives: The Triple Bottom Line 1296 Sustainability Marketing Strategies 137Marketing Strategy and Sustainability 140Understanding the Marketing Environment 140Developing a Sustainability Marketing Strategy 147PART IV Developing the Sustainability Marketing Mix 1717 Customer Solutions 173Marketing Myopia 175Customer (Pre-)Purchase Solutions 175Customer Use Solutions 178Customer Post-Use Solutions 182Sustainability Branding 1858 Communications 197The Ambivalence of Communication 200Sustainability Product Communication 203Sustainability Corporate Communications 218The Consumer as Communicator 2219 Customer Cost 231Total Customer Cost: The Consumer Perspective 233Total Customer Cost: The Marketer Perspective 236The Nature of Price Systems 24710 Convenience 255Consumption and Convenience 257Convenience in Purchase 259Convenience in Use 266Convenience in Post-Use 267Online Convenience 269PART V Developing the Future of Sustainability Marketing 27511 Sustainability Marketing Transformations 277Sustainability Marketing Transformation: The Inside-Out Perspective 279Corporate Transformations 281Market Transformations 284Political Transformations 287Social Transformations 288Sustainability Marketing Transformations: Possibilities and Problems 29112 Reframing Sustainability Marketing 299Thinking Again about Sustainability Marketing 301Social Marketing and Sustainability 303Towards a More Sustainable Economy 306From Sustainability Micromarketing to Sustainability Macromarketing 310Towards a Prosperous ‘One Planet’ Society 313Conclusions: A Final Rethink 314Index 319