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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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Marketing --- Europe --- Green marketing
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Réinventer le marketing pour un monde plus durable est une formidable opportunité d'accélérer la transition vers une économie plus respectueuse de la planète et de l'homme. Cela implique, pour les professionnels du marketing, de se remettre en question, de développer de nouvelles compétences mais aussi de faire un choix fondamental, celui du monde dans lequel ils voudront vivre demain. Comment le marketing doit-il évoluer, dans sa théorie et dans sa pratique ? Comment l'offre des entreprises doit-elle changer ? Quelle est l'attitude des consommateurs au sujet du développement durable ? Quelle politique de prix et de distribution adopter ? Comment communiquer sur le sujet sans tomber dans le greenwashing ? Autant de questions sur lesquelles cet ouvrage se penche et auxquelles il tente d'apporter des réponses. Le tout illustré de schémas clairs, d'exemples vécus par l'auteur et de questions concrètes permettant de guider les professionnels du marketing sur le chemin d'un développement plus durable. Pour ceux qui veulent aller plus loin, des QR codes les guideront vers des ressources externes pour approfondir certains sujets. « Il doit exister une meilleure manière de produire les choses que nous désirons, une manière qui n'abîme pas le ciel, la pluie ou la terre. » - Paul McCartney
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