Sustainability Marketing: A Global Perspective [Paperback]

Sustainability Marketing: A Global Perspective provides a new sustainability–oriented vision of marketing for the twenty–first century. It has a consumer marketing focus with an emphasis on 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 integrated into marketing decisions 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 ‘4 Ps’; 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.

The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management.

Sustainability Marketing: A Global Perspective provides a new sustainability–oriented vision of marketing for the twenty–first century. It has a consumer marketing focus with an emphasis on 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 integrated into marketing decisions 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 ‘4 Ps’; 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.

The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management. A comprehensive package of supplementary materials is available at www.wileyeurope.com/college/belz . All chapters include learning objectives, discussion questions, and illustrative cases, simple examples and research data from many different countries.

The authors have between them more than 36 years of research experience and many years of experience teaching sustainability marketing concepts in the classroom

Frank–Martin Belz is Professor at the Technische Universität München (TUM Business School).

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).