EQUIPS THE NEXT GENERATION OF MARKETERS WITH THE CRITICAL SKILLS AND ETHICAL MINDSET TO LEAD IN A TIME OF UNPRECEDENTED CHANGE Since its first publication in 2009, Sustainability Marketing has set the standard for how marketers can respond to global environmental and social challenges. Now in its third edition, this award-winning text remains a definitive resource in the field-blending rigorous theory, diverse global examples, and actionable strategy. Sustainability Marketing offers a comprehensive, structured, and deeply insightful guide to integrating social, environmental, and ethical…mehr
EQUIPS THE NEXT GENERATION OF MARKETERS WITH THE CRITICAL SKILLS AND ETHICAL MINDSET TO LEAD IN A TIME OF UNPRECEDENTED CHANGE Since its first publication in 2009, Sustainability Marketing has set the standard for how marketers can respond to global environmental and social challenges. Now in its third edition, this award-winning text remains a definitive resource in the field-blending rigorous theory, diverse global examples, and actionable strategy. Sustainability Marketing offers a comprehensive, structured, and deeply insightful guide to integrating social, environmental, and ethical concerns into modern marketing strategies, delivering both theoretical depth and practical tools to help students and practitioners alike navigate the evolving sustainability landscape. With a fresh emphasis on global challenges, digital transformation, and circular economy principles, the third edition reflects the latest research, real-world case studies, and pressing debates in the field. Covering a wide range of key topics, from rethinking the sustainability marketing mix to navigating the ethical tensions of brand activism, the authors provide a compelling blueprint for building marketing strategies that drive innovation, strengthen brand trust, and contribute meaningfully to sustainable development. Sustainability Marketing: A Global Perspective, Third Edition, is essential reading for advanced students exploring the future of responsible business, educators integrating sustainability into their curriculum, and marketing professionals looking to align strategy with purpose and contribute to a more sustainable and equitable world.
FRANK-MARTIN BELZ is a Professor at the Technische Universität München (TUM School of Management), specializing in sustainability marketing and corporate social responsibility. With extensive research in sustainable business practices, he has authored numerous academic publications and co-authored multiple editions of Sustainability Marketing: A Global Perspective. His work focuses on integrating sustainability into marketing strategies, consumer behavior, and innovation. KEN PEATTIE is a Professor at Cardiff Business School and former Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability, and Society (BRASS). A leading expert in sustainability marketing, he has published extensively on corporate responsibility, green marketing, and sustainable business models. His research bridges academia and industry, shaping the development of ethical and environmentally responsible marketing strategies. NAZ ONEL is a Professor of Business Administration at Stockton University, School of Business, USA. She serves as President of the Northeast Business & Economics Association (NBEA) and Editor-in-Chief of SAM Advanced Management Journal (SAMAMJ). Committed to scholarship, innovation, and transformative research, she actively publishes and contributes to her field. Her work focuses on driving meaningful change at the intersection of business, marketing, sustainability, and consumer behavior.
Inhaltsangabe
Preface xi Acknowledgements xv 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 Sustainable Development 8 Challenges for the Twenty- First Century 10 The Evolution of Marketing Thought 16 Beyond 'Modern' Marketing 17 2 Framing Sustainability Marketing 25 Marketing in Context 27 Elements of Sustainability Marketing 34 Corporate Context: Corporate Social Responsibility 37 Part II Developing Sustainability Marketing Opportunities 47 3 Socio- Ecological Issues 49 Socio- Ecological Issues on a Macro Level 51 Socio- Ecological Impact of Products on a Micro Level 61 4 Sustainable Consumer Behaviour 80 Sustainability and Consumption 83 The Consumption Process 88 Understanding Sustainable Consumer Behaviour 92 Contextualising Sustainable Consumer Behaviour 101 Harnessing Sustainable Consumer Behaviour 104 Part III Developing Sustainability Marketing Standards and Strategies 119 5 Sustainability Marketing Values and Objectives 121 Sustainability Marketing: Challenging Basic Assumptions 123 Sustainability Marketing Values: Brand Ethos 128 Sustainability Marketing Objectives: The Triple Bottom Line 134 6 Sustainability Marketing Strategies 144 Marketing Strategy and Sustainability 147 Understanding the Marketing Environment 148 Developing a Sustainability Marketing Strategy 158 Part IV Developing the Sustainability Marketing Mix 181 7 Customer Solutions 183 Marketing Myopia 185 Customer (Pre-)Purchase Solutions 185 Customer Use Solutions 188 Customer Post- Use Solutions 192 Sustainability Branding 195 8 Communications 207 The Ambivalence of Communication 209 Sustainability Communication - Getting the Message Right 213 Sustainability Communication - Getting the Message Across 217 Ambassadors and Advocates: Who Communicates for Us? 225 Sustainability Marketing Claims: Keeping Things Credible 231 9 Customer Cost 246 Total Customer Cost: The Consumer Perspective 248 Total Customer Cost: The Marketer Perspective 252 10 Convenience 271 Consumption and Convenience 273 Convenience in Purchase 275 Convenience in Use 282 Convenience in Post- Use 284 Online Convenience 286 Part V Developing the Future of Sustainability Marketing 293 11 Sustainability Marketing Transformations 295 Sustainability Marketing Transformation: The Inside-Out Perspective 297 Corporate Transformations 299 Market Transformations 304 Political Transformations 307 Social Transformations 308 Sustainability Marketing Transformations: Possibilities and Problems 311 12 Reframing Sustainability Marketing 318 Thinking Again About Sustainability Marketing 320 Towards a More Sustainable Economy 323 From Sustainability Micromarketing to Sustainability Macromarketing 328 Social Marketing and Sustainability 332 Towards a Prosperous 'One Planet' Society 335 Conclusions: A Final Rethink 337 Index 347
Preface xi Acknowledgements xv 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 Sustainable Development 8 Challenges for the Twenty- First Century 10 The Evolution of Marketing Thought 16 Beyond 'Modern' Marketing 17 2 Framing Sustainability Marketing 25 Marketing in Context 27 Elements of Sustainability Marketing 34 Corporate Context: Corporate Social Responsibility 37 Part II Developing Sustainability Marketing Opportunities 47 3 Socio- Ecological Issues 49 Socio- Ecological Issues on a Macro Level 51 Socio- Ecological Impact of Products on a Micro Level 61 4 Sustainable Consumer Behaviour 80 Sustainability and Consumption 83 The Consumption Process 88 Understanding Sustainable Consumer Behaviour 92 Contextualising Sustainable Consumer Behaviour 101 Harnessing Sustainable Consumer Behaviour 104 Part III Developing Sustainability Marketing Standards and Strategies 119 5 Sustainability Marketing Values and Objectives 121 Sustainability Marketing: Challenging Basic Assumptions 123 Sustainability Marketing Values: Brand Ethos 128 Sustainability Marketing Objectives: The Triple Bottom Line 134 6 Sustainability Marketing Strategies 144 Marketing Strategy and Sustainability 147 Understanding the Marketing Environment 148 Developing a Sustainability Marketing Strategy 158 Part IV Developing the Sustainability Marketing Mix 181 7 Customer Solutions 183 Marketing Myopia 185 Customer (Pre-)Purchase Solutions 185 Customer Use Solutions 188 Customer Post- Use Solutions 192 Sustainability Branding 195 8 Communications 207 The Ambivalence of Communication 209 Sustainability Communication - Getting the Message Right 213 Sustainability Communication - Getting the Message Across 217 Ambassadors and Advocates: Who Communicates for Us? 225 Sustainability Marketing Claims: Keeping Things Credible 231 9 Customer Cost 246 Total Customer Cost: The Consumer Perspective 248 Total Customer Cost: The Marketer Perspective 252 10 Convenience 271 Consumption and Convenience 273 Convenience in Purchase 275 Convenience in Use 282 Convenience in Post- Use 284 Online Convenience 286 Part V Developing the Future of Sustainability Marketing 293 11 Sustainability Marketing Transformations 295 Sustainability Marketing Transformation: The Inside-Out Perspective 297 Corporate Transformations 299 Market Transformations 304 Political Transformations 307 Social Transformations 308 Sustainability Marketing Transformations: Possibilities and Problems 311 12 Reframing Sustainability Marketing 318 Thinking Again About Sustainability Marketing 320 Towards a More Sustainable Economy 323 From Sustainability Micromarketing to Sustainability Macromarketing 328 Social Marketing and Sustainability 332 Towards a Prosperous 'One Planet' Society 335 Conclusions: A Final Rethink 337 Index 347
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