Sustainable Marketing Pearson New International Edition
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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 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
Taking a step in the right direction: The Natural Step Framework. This text’s framework–The Natural Step–shows students how every marketing decision can be optimised with respect to profits, the natural environmental, and social wellbeing.
Applying the theory: Mini-Cases. Help students make the connections to contemporary marketing application and decision-making skills with the mini-cases that are included in every chapter of the text. Examples of these cases include:
- Urban Growth Boundaries
- IBM’s Real Estate and Site Operations (RESO) Group
- Stonyfield Farms
- Bon Appétit Management Company
- Johnson & Johnson
Critical Thinking Activities. These activities, featured in every chapter, help students think about and discuss the tough issues in sustainable marketing practices. Examples include:
- Can an oil company become sustainable?
- Calculate your own carbon footprint
- Talkin' 'bout my generation
- A balance sheet for human capital
- Dell and the blogs
- Finding the CSR Statements of Well-known Firms Online
- Patagonia’s Footprint Chronicles
- Digging Deep in the Information Gold Mine
- Examining Brand Sustainability
- Starbucks Crowdsourcing