For courses in Sustainable Marketing or as a supplement to marketing courses that include sustainability as a focus. A lasting approach to marketing. As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society.
To help readers make a lasting impression in their marketing efforts, Martin/Schouten provides the concepts behind valuable-and lucrative-sustainable marketing strategies.
Chapter 1: An Introduction to Sustainable Marketing Chapter 2: Sustainable Marketing Strategy Chapter 3: Ethical Dimensions of Sustainable Marketing Chapter 4: The Marketing Environment and Processes Chapter 5: Consumer Behavior and Sustainable Marketing Chapter 6: Measurement and Research for Sustainable Marketing Chapter 7: Market Segmentation, Targeting, and Positioning for Sustainability Chapter 8: Global Problems, Global Opportunities Chapter 9: Sustainable Products and Services Chapter 10: Sustainable Branding and Packing Chapter 11: Marketing Channels: Sustainability in the Value Chain Chapter 12: Sustainable Pricing Chapter 13: Sustainable Marketing Communication Chapter 14: Sustainability in the Promotion Mix-Methods, Media, and Customer Relationships Chapter 15: Digital Media and Sustainable Marketing