Sustainable Marketing
A Holistic Approach
Mark Peterson
- 440 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Sustainable Marketing
A Holistic Approach
Mark Peterson
About This Book
Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society.
With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustainability guidelines and environmental threats while still remaining profitable in today's global market.
Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more 'green' living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint. The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.
Frequently asked questions
Information
PART I Macromarketing for Sustainable Marketing
1 Twenty-First-Century Micro and Macro Issues
The Air in Big Cities
Questions to Consider
- What factors led to having 25 times more diesels in Europe over a 20-year time span from 1998 to 2018?
- Do you think the European leaders who signed the Kyoto Protocol in 1997 to address climate change thought there would be such a surge in the adoption of diesels as there was?
- Are you surprised that there was so much more adoption of diesel cars in Europe than in the US?
- What does this story from Europe say about the effectiveness of government interventions in markets? About consumer preferences in transportation modes? About businessâ role in auto markets?
Chapter Overview and Learning Objectives
- What are the seven reasons businesses are more mindful of society today?
- What is the definition of markets? Marketing? Society?
- What is macromarketing, and why is it important?
- What is the emerging view of capitalism and its five types of capital (manufactured, financial, natural, human, and social)?
- What role do entrepreneurs play in moving the marketplace toward generating social and environmental gains?
- How can social responsibility be integrated into a sustainable enterprise?