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Sustainability Marketing 2e. Belz, Peattie 9781119966197 Fast Free Shipping<| - Picture 1 of 1

Sustainability Marketing: A Global Perspective by Ken Peattie, Frank-Martin Belz (Paperback, 2012)

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Publisher: 0 ISBN 13: 9781119966197. Author: Frank Belz,Ken Peattie ISBN 10: 1119966191. Title: Sustainability Marketing 2e Item Condition: New. Used-Very Good: The book will be clean without any major stains or markings, the spine will be in excellent shape with only minor creasing, no pages will be missing and the cover is likely to be very clean.

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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. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com