Marketing and Sustainability Contradiction or the Path to Profitable Businesses and Sustainable Societies
69,99 €
inkl. MwSt,
Beschreibung
Details
Einband
Gebundene Ausgabe
Erscheinungsdatum
07.11.2024
Verlag
WileySeitenzahl
288
Maße (L/B/H)
24,6/17,3/2,1 cm
Gewicht
640 g
Sprache
Englisch
ISBN
978-1-394-27376-8
In-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition. This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes. A companion site for students hosts multiple-choice questions and tests for each chapter as well as additional assignments, and an instructor site features PowerPoint slides and exam Q&As. Videos introducing each chapter's content are also available via YouTube. Written by a team of highly qualified academics, Marketing and Sustainability includes information on: Factors influencing consumers and their choices, sustainable marketing practices and their effectiveness, and how to communicate sustainability initiatives through marketing campaignsStrategies to be heard in a crowded, branded world, and sustainability business models including product-service systems, social enterprises, and sharing and circular economy modelsSustainable marketing strategies including chapters on sustainable marketing channels, sustainable pricing, sustainability oriented marketing communication and brandingGreenwashing, the process of conveying a false impression or misleading information about how a company's products are environmentally sound, and why it's bound to backfire Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society-all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.
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