Sustainability Marketing : A Global Perspective

by Frank-Martin Belz (Technische Universitat Munchen); Ken Peattie (Cardiff University)

• ISBN13: 9780470519226
• ISBN10: 0470519223
• Format: Paperback
• Copyright: 2009-08-01
• Publisher: Wiley

Summary

Sustainability Marketing is primarily about the successful development and marketing of sustainable products and services (e. g. hybrid cars, fuel cell cars, car sharing, organic food products, fair trade products, passive houses and renewable energies).Sustainability Marketing: A Global Perspective takes a managerial approach to sustainability marketing. The systematic, step-by-step approach is easy to understand and comprehend. Altogether there are six steps: analysis of environmental and social problems; analysis of consumer behaviour with special reference to socio-ecological aspects; normative sustainability marketing, strategic sustainability marketing; operational sustainability marketing; and transformational sustainability marketing.

Author Biography

Frank-Martin Belz is Professor at the Technische Universität München (TUM Business School).

Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).

Table of Contents

Preface

Understanding Sustainability and Marketing

Marketing in the Twenty-First Century

A Very Short History of the World

The Twentieth Century - The Century that Transformed the World

Challenges for the Twenty-First Century

Sustainable Development - Towards Transformation

The Evolution of Marketing Thought

The Marketing of the Future

Towards Sustainability Marketing

Framing Sustainability Marketing

Evolution of Marketing

Emergence of Sustainability Marketing

Elements of Sustainability Marketing

Corporate Social Responsibility (CSR)

Developing Sustainability Marketing Opportunities

Socio-ecological Problems

Socio-ecological Problems on a Macro Level

Sources

Sinks

Socio-ecological Impact of Products on a Micro Level

The Role of Media

Sustainable Consumer Behaviour

Sustainability and Consumption

The Consumption Process

Understanding Sustainable Consumer Behaviour

Sustainable Consumption in Context

Key Consumption Contexts

Consumer Behaviour for Sustainability

Harnessing Consumer Behaviour for Sustainability

Developing Sustainability Marketing Standards and Strategies

Sustainability Marketing Values and Objectives

Sustainability Marketing: Basic Assumptions and Values

Sustainability Marketing Values

Sustainability Marketing Objectives

Sustainability Marketing Strategies

Marketing Strategy and Sustainability

Understanding the Marketing Environment

Sustainability Marketing Strategy

Sustainability Innovations

Sustainable Strategic Relationships

Identifying Critical Issues for Sustainability Strategies

Developing the Sustainability Marketing Mix

Customer Solutions

Marketing Myopia

Customer (Pre-)Purchase Solutions

Customer Use Solutions

Customer Post-Use Solutions

Holistic Systems Approaches to Providing Customer Solutions

Sustainability Branding

Communications

The Ambivalence of Communication

Sustainability Marketing Communication in Context

Sustainability Product Communication

Sustainability Marketing Messages

Communication Throughout the Consumption Process

The Credibility of Sustainable Product Claims

Sustainability Corporate Communications

The Consumer as Communicator

Customer Cost

Total Customer Cost: The Consumer Perspective

Total Customer Cost: The Marketer Perspective

The Nature of Price Systems

Convenience

Consumption and Convenience

Convenience in Purchase

Delivering Sustainability and Convenience in Purchase

Convenience in Use

Convenience in Post-Use

Online Convenience

Developing the Future of Sustainability Marketing

Sustainability Marketing Transformations

Sustainability Marketing Transformations: The Outside-In Perspective

Sustainability Marketing Transformations: The Inside Perspective

Sustainability Marketing Transformations: The Inside-Out Perspective

Reframing Sustainability Marketing

Thinking Again about Sustainability Marketing

Social Marketing and Sustainability

Towards a More Sustainable Economy

From Sustainability Micromarketing to Sustainability Macromarketing

Towards a 'One Planet'

Economy

Conclusions: A Final Rethink

Index

Table of Contents provided by Publisher. All Rights Reserved.