Sustainable Marketing Planning

2. Auflage 2024
ISBN: 978-1-032-56172-1
Verlag: Routledge

Buch, Englisch, 298 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 538 g

This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans.

Showing how to embed sustainability in these plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed. The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing. The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs. It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly.

Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations.

Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section.

Zielgruppe

Postgraduate and Undergraduate

Autoren/Hrsg.

Richardson, Neil

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction Chapter 1: Sustainability and Sustainable Development (SD). Chapter 2: Critical Thinking and Marketing. Chapter 3: Sustainable Buyer Behaviour. Chapter 4: The Marketing Mix. Chapter 5: Sustainable Marketing (SM) Planning. Chapter 6: Internal Marketing (IM). Chapter 7: Relationship Marketing and Loyalty. Chapter 8: Themes.

Über Autor(innen)

Neil Richardson is an experienced marketing/business practitioner with substantial private sector experience, working for (and with) world-class companies and as a director of a social enterprise and other SMEs. Since 2005, Neil has taught Leeds Business School undergraduate, postgraduate and professional students. He now focuses on driving sustainability into the curriculum, is the lead academic in (sustainable marketing) research funding bids and supervises several doctoral tutees.