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Více informací o knize Sustainability Marketing - A Global Perspective 2e

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Sustainability Marketing - A Global Perspective 2e
• Autor: Frank-Martin Belz
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 352
• EAN: 9781119966197
• ISBN: 1119966191
• ID: 04470017
• Nakladatelství: John Wiley & Sons Inc
• Hmotnost: 732 g
• Rozměry: 235 × 187 × 18 mm
• Datum vydání: 17. August 2012

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