Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society.
With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustainability guidelines and environmental threats while still remaining profitable in today’s global market.
Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more ‘green’ living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint.
The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.
Tabela de Conteúdo
Part I: Macromarketing for Sustainable MarketingChapter 1: 21st Century Micro and Macro Issues
Chapter 2: Marketing and Society
Chapter 3: Stakeholders in Marketing
Chapter 4: The Role of Business in Society
Chapter 5: The Role of the State in Society
Part II: Important Factors Affecting Sustainable Marketing
Chapter 6: Globalization and Protectionism
Chapter 7: Contemporary Consumers
Part III: Sustainable Marketing for the Environment
Chapter 8: The Environmental Imperative
Chapter 9: Environmentally Oriented Business
Chapter 10: Sustainable Business Practices
Part IV: Sustainable Marketing for Equity
Chapter 11: Developing Markets
Chapter 12: Poverty Alleviation
Sobre o autor
Dr. Mark Peterson served as the editor of the SAGE-published journal, Journal of Macromarketing from 2016-2019. He is the author of ‘Using Macromarketing to Teach Business Sustainability’, published in 2021 in the Journal of Marketing Education (also SAGE). His research has been published in such highly regarded outlets outside of marketing (such as Business Strategy and the Environment, Energy Policy, Sustainable Production and Consumption), as well as a host of leading journals in the realms of marketing, policy, entrepreneurship and business. He currently teaches courses in sustainable business practices, marketing analytics and marketing management at the University of Wyoming. He teaches across all levels – undergraduates, masters and doctoral students. Mark was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006. He received his Ph.D. in Marketing from Georgia Tech in 1994.Mais ebooks do mesmo autor(es) / Editor
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