Sustainability Marketing

New directions and practices

Inbunden, Engelska, 2021

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Beskrivning

With changing business needs and increased levels of consumer awareness concerning social and ecological issues, organisations need to realign their profitability strategies in order to demonstrate their engagement with sustainable practices.Sustainability Marketing: New directions and practices explores how an increase in customer's desire for sustainable products can form a key part of new marketing strategies. The authors shed new light on strategies that capture the benefits of sustainability from an ecological, social and profitability standpoint in business, while explaining the strategic intent required for building marketing strategies that will provide a competitive advantage.The book harnesses the Triple Bottom Line concept by highlighting the significance of developing, refining, and implementing marketing strategies with a key focus on sustainability, in order to leave a positive impact upon the planet and people. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.

Produktinformation

Utgivningsdatum:2021-05-05
Mått:152 x 229 x 18 mm
Vikt:510 g
Format:Inbunden
Språk:Engelska
Antal sidor:280
Förlag:Emerald Publishing Limited
ISBN:9781800712454

Utforska kategorier

Mer om författaren

Rishi Raj Sharma is a Professor, Marketing area in Department of Business Management and Associate Dean, Guru Nanak Dev University, Regional campus, Gurdaspur (India). He has been involved in teaching, research and training for over 20 years. His core areas of interest are marketing and its allied fields such as advertising, sustainability marketing, etc.Tanveer Kaur is a Research Scholar at the University Business School, Guru Nanak Dev University, Amritsar (India). Her core areas of research include Sustainability Marketing and Sustainable Development and she is actively engaged in pursuing her interest in these fields.Amanjot Singh Syan is Assistant Professor at Mittal School of Business, Lovely Professional University (India). He holds an MBA degree with an emphasis in Financial management from Guru Nanak Dev University, Amritsar. His areas of interest include sustainability and sustainable development.

Innehållsförteckning

PART I. MARKETING SCENARIO IN THE 21ST CENTURYChapter 1. Brief history of business and its sustainability Chapter 2. Conventional marketing practicesChapter 3. The Sustainability ChallengeChapter 4. Marketing and socio-ecological balancePART II. SUSTAINABILITY MARKETING: A NEW PARADIGMChapter 5. The basic concept of Sustainability marketingChapter 6. Sustainability Marketing – The Environmental PerspectiveChapter 7. Sustainability Marketing – The Social PerspectiveChapter 8. Sustainability Marketing - The Economic PerspectivePART III. CONSUMER ORIENTED SUSTAINABILITY MARKETINGChapter 9. Market segmentation, targeting and positioningChapter 10. The Sustainable consumerChapter 11. Sustainability Marketing MixChapter 12. Sustainability BrandingPART IV. SUSTAINABILITY MARKETING: STRATEGIC INTENTChapter 13. Foundation of Strategic Sustainability marketingChapter 14. Sustainability and Business environmentsChapter 15. Sustainability Marketing Strategy formulationPART V. SUSTAINABILITY MARKETING: CONTEMPORARAY ISSUESChapter 16. Digitalisation and SustainabilityChapter 17. Contemporary issues in Sustainability Marketing