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Sustainability Marketing: New directions and practicesexplores how a customer's desire for sustainable products can form a part of new marketing strategies. Sustainability Marketingprovides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.
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The complex issues of sustainability and social marketing are gaining increasing global attention. This increased concern for environmental welfare has started to affect the way marketers, managers and policy makers think and organize their businesses. In Western culture, there has been widespread discussion on green related issues; however, different cultures are at different stages in embracing this global change, and local conditions can greatly affect how strategies are enacted. Sustainability and Social Marketing Issues in Asia applies this discussion to Asian culture, using case studies that reflect the problems and success of nine countries - Malaysia, Brunei, the Philippines, Indonesia, Iran, Syria, Sri Lanka, India, and Pakistan - in adopting green and social marketing concepts. These concepts include: triple bottom line; social entrepreneurialism; sustainability marketing; green marketing; sustainable energy, sustainable agriculture, sustainable ecosystems, social development, waste management problem, refugee crisis, care for animals and corporate social responsibility. The cases outlined in this book illustrate how companies and organizations operating in Asian countries incorporate sustainability and environmental concepts into their social marketing strategy. It will appeal to researchers and practitioners, working in the fields of social marketing, consumer behavior, corporate social responsibility, organizational behavior and sustainability.
Green marketing. --- Social marketing --- Sustainability --- Green marketing
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"Within the last decade sustainable product development and green marketing have been proven to be beneficial not only to the environment but also to industry. Companies are creating new initiatives to incorporate these concepts into their business plans and are typically setting new sustainability targets every five years. To remain relevant in this fast-paced field with new principles and concepts that surface daily, the second edition will have all chapters updated with new case studies, and a new chapter on capital cost accounting will be added. The new case studies will be on Nike, Samsung Electronics, Apple Inc., BMW, and many other corporations."--Provided by publisher.
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Long description: Der Kunde von heute fordert ökologisch und ethisch einwandfreie Produkte. Anhand interessanter Best Practices zeigt das Buch auf, wie Unternehmen unterschiedlicher Branchen erfolgreich grüne Marketingstrategien umsetzen. Der Autor liefert konkrete Handlungsanweisungen, wie kleine und mittelständische Unternehmen ihre eigene Bio-Marketing-Strategie entwickeln und anwenden. Anhand eines Fragebogens können Sie selbst das Potenzial Ihres Unternehmens bei der Etablierung grüner Marketingstrategien ermitteln. Zusätzlich wird erläutert, wie Unternehmen im Personalmarketing mit grünen Strategien die Nase vorn haben können.Inhalte:Warum Green Marketing?Best Practices grüner MarketingstrategienAbsatzmärkte und ZielgruppenProzesse: how to go greenWie lässt sich sozial-ökologische Verantwortung im Unternehmen etablieren?Employer Branding und grünes RecruitingB2B-Vertrieb: Sind Einkäufer wirklich nur rational?Grüne Marketing-KommunikationFragebogen zur Potenzialanalyse.Warum Green Marketing?Arbeitshilfen online:PotenzialanalyseChecklisten zur Umsetzung Biographical note: Heiner Weigand Der diplomierte Betriebswirt mit Schwerpunkt Marketing und Kommunikation lernte das Werbehandwerk bei der renommierten Agentur BBDO in Düsseldorf. Nach Stationen im Directmarketing (artegic AG) und den Medien (Hubert Burda Media) ist Weigand seit 2010 Inhaber der CSR-Agentur karmacom. Der Fokus seiner Beratung liegt in der Entwicklung von Strategien, um aus unternehmerischer und sozialer Verantwortung wirtschaftlichen Erfolg zu generieren. Zu seinen Kunden zählen mittelständische Unternehmen ebenso wie NPOs. Neben seiner Agenturtätigkeit ist Heiner Weigand Dozent an der Corporate Film Academy Munic, Vorstand der Freiburger Denkfabrik und mehrfach ausgezeichnet mit dem Mittelstandspreis für soziale Verantwortung in Baden-Württemberg.
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"A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts - People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world"--
Branding (Marketing) --- Green marketing. --- Marketing --- Social aspects.
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Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity. Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals. Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.
Green marketing. --- Consumption (Economics) --- Marketing --- Environmental aspects. --- Management.
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This insightful book explores contemporary consumer behaviour and marketing practices.
Advertising --- Sustainable tourism --- Green marketing. --- Marketing --- Tourism. --- Marketing. --- Social aspects.
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