The new and extended Second Edition of the award-winning textbook Sustainability Marketing: 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.
Preface to Second Edition xi Preface to First Edition xiii PART I Understanding Sustainability and Marketing 1 1 Marketing in the Twenty-First Century 3 A Very Short History of the World 5 The Twentieth Century: The Century that Transformed the World 6 Challenges for the Twenty-First Century 7 Sustainable Development 10 The Evolution of Marketing Thought 13 Beyond 'Modern' Marketing 14 2 Framing Sustainability Marketing 21 Marketing in Context 23 Elements of Sustainability Marketing 29 Corporate Context: Corporate Social Responsibility 31 Ethical Context 35 Socio-Political Context 37 Global Context 38 PART II Developing Sustainability Marketing Opportunities 49 3 Socio-Ecological Problems 51 Socio-Ecological Problems on a Macro Level 53 Socio-Ecological Impact of Products on a Micro Level 61 4 Sustainable Consumer Behaviour 77 Sustainability and Consumption 79 The Consumption Process 83 Understanding Sustainable Consumer Behaviour 86 Sustainable Consumption in Context 92 So Who Is the Sustainable Consumer? 98 Harnessing Sustainable Consumer Behaviour 103 PART III Developing Sustainability Marketing Standards and Strategies 115 5 Sustainability Marketing Values and Objectives 117 Sustainability Marketing: Challenging Basic Assumptions 119 Sustainability Marketing Values: Brand Ethos 124 Sustainability Marketing Objectives: The Triple Bottom Line 129 6 Sustainability Marketing Strategies 137 Marketing Strategy and Sustainability 140 Understanding the Marketing Environment 140 Developing a Sustainability Marketing Strategy 147 PART IV Developing the Sustainability Marketing Mix 171 7 Customer Solutions 173 Marketing Myopia 175 Customer (Pre-)Purchase Solutions 175 Customer Use Solutions 178 Customer Post-Use Solutions 182 Sustainability Branding 185 8 Communications 197 The Ambivalence of Communication 200 Sustainability Product Communication 203 Sustainability Corporate Communications 218 The Consumer as Communicator 221 9 Customer Cost 231 Total Customer Cost: The Consumer Perspective 233 Total Customer Cost: The Marketer Perspective 236 The Nature of Price Systems 247 10 Convenience 255 Consumption and Convenience 257 Convenience in Purchase 259 Convenience in Use 266 Convenience in Post-Use 267 Online Convenience 269 PART V Developing the Future of Sustainability Marketing 275 11 Sustainability Marketing Transformations 277 Sustainability Marketing Transformation: The Inside-Out Perspective 279 Corporate Transformations 281 Market Transformations 284 Political Transformations 287 Social Transformations 288 Sustainability Marketing Transformations: Possibilities and Problems 291 12 Reframing Sustainability Marketing 299 Thinking Again about Sustainability Marketing 301 Social Marketing and Sustainability 303 Towards a More Sustainable Economy 306 From Sustainability Micromarketing to Sustainability Macromarketing 310 Towards a Prosperous 'One Planet' Society 313 Conclusions: A Final Rethink 314 Index 319
(0 Comentarios)
