Sustainable Marketing Planning

Author: Richardson, Neil
Brand: Routledge
Edition: 2
Binding: Paperback
Number of Pages: 284
Release Date: 16-04-2024
EAN: 9781032561721
Languages: English

Description:
This book offers practical insights, tools, and frameworks to assist readers in crafting both tactically and strategically sound marketing plans. It emphasizes the integration of sustainability into these plans and encourages students to reflect on why such changes are necessary. The text covers a range of contemporary themes that influence sustainable marketing, including consumer behavior, entrepreneurialism, internal marketing, services, international marketing, event management, and digital marketing.

The second edition has been thoroughly updated to address sustainability challenges, such as environmental concerns, sustainable accreditation, and the integration of the UN SDGs. It delves into the value discourses that underpin sustainability and introduces new examples, case studies, and concepts like TBL-based loyalty. The book is equipped with tools and frameworks to facilitate learning, including chapter learning outcomes, summaries, exercises, and mini case studies that effectively bridge theory with practice.

Designed for advanced undergraduate and postgraduate students of sustainable marketing and marketing strategy, as well as professionals aiming to improve their organizations' competitive advantage, this book is essential for anyone looking to develop an understanding of sustainable marketing in today's world. It also includes online resources for instructors, including PowerPoint slides and multiple-choice questions.