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Sustainability Marketing: A Global Perspective, 2nd Edition

ISBN: 978-1-119-96619-7
352 pages
October 2012, ©2012
Sustainability Marketing: A Global Perspective, 2nd Edition (1119966191) cover image


The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.

The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.

A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz.

View the authors blog at: www.sustainability-marketing.com


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Table of Contents

Preface to Second Edition xi

Preface to First Edition xiii

PART I Understanding Sustainability and Marketing 1

1 Marketing in the Twenty-First Century 3

A Very Short History of the World 5

The Twentieth Century: The Century that Transformed the World 6

Challenges for the Twenty-First Century 7

Sustainable Development 10

The Evolution of Marketing Thought 13

Beyond ‘Modern’ Marketing 14

2 Framing Sustainability Marketing 21

Marketing in Context 23

Elements of Sustainability Marketing 29

Corporate Context: Corporate Social Responsibility 31

Ethical Context 35

Socio-Political Context 37

Global Context 38

PART II Developing Sustainability Marketing Opportunities 49

3 Socio-Ecological Problems 51

Socio-Ecological Problems on a Macro Level 53

Socio-Ecological Impact of Products on a Micro Level 61

4 Sustainable Consumer Behaviour 77

Sustainability and Consumption 79

The Consumption Process 83

Understanding Sustainable Consumer Behaviour 86

Sustainable Consumption in Context 92

So Who Is the Sustainable Consumer? 98

Harnessing Sustainable Consumer Behaviour 103

PART III Developing Sustainability Marketing Standards and Strategies 115

5 Sustainability Marketing Values and Objectives 117

Sustainability Marketing: Challenging Basic Assumptions 119

Sustainability Marketing Values: Brand Ethos 124

Sustainability Marketing Objectives: The Triple Bottom Line 129

6 Sustainability Marketing Strategies 137

Marketing Strategy and Sustainability 140

Understanding the Marketing Environment 140

Developing a Sustainability Marketing Strategy 147

PART IV Developing the Sustainability Marketing Mix 171

7 Customer Solutions 173

Marketing Myopia 175

Customer (Pre-)Purchase Solutions 175

Customer Use Solutions 178

Customer Post-Use Solutions 182

Sustainability Branding 185

8 Communications 197

The Ambivalence of Communication 200

Sustainability Product Communication 203

Sustainability Corporate Communications 218

The Consumer as Communicator 221

9 Customer Cost 231

Total Customer Cost: The Consumer Perspective 233

Total Customer Cost: The Marketer Perspective 236

The Nature of Price Systems 247

10 Convenience 255

Consumption and Convenience 257

Convenience in Purchase 259

Convenience in Use 266

Convenience in Post-Use 267

Online Convenience 269

PART V Developing the Future of Sustainability Marketing 275

11 Sustainability Marketing Transformations 277

Sustainability Marketing Transformation: The Inside-Out Perspective 279

Corporate Transformations 281

Market Transformations 284

Political Transformations 287

Social Transformations 288

Sustainability Marketing Transformations: Possibilities and Problems 291

12 Reframing Sustainability Marketing 299

Thinking Again about Sustainability Marketing 301

Social Marketing and Sustainability 303

Towards a More Sustainable Economy 306

From Sustainability Micromarketing to Sustainability Macromarketing 310

Towards a Prosperous ‘One Planet’ Society 313

Conclusions: A Final Rethink 314

Index 319

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Author Information

The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.

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

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).

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New to This Edition

This second edition provides:

  • New cases
  • A wider geographic scope and more in-depth analysis and exploration of the key issues
  • Demonstrates the role of sustainability in driving innovation within businesses and markets, and in transforming marketing so that instead of helping to consume our environment, it works to sustain it
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The Wiley Advantage

  • Ideally suited to both students and practitioners at many different levels and disciplines including marketing, innovation, CSR, sustainability or environmental management
  • Offers an applied approach making use of illustrative case examples from all over the world throughout the text
  • All chapters include learning objectives, discussion questions, and illustrative cases, simple examples and research data from many different countries
  • Winner of the VHB "Best Textbook of the Year" 2010
  • The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom
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