Sustainability Marketing
Frank-Martin Belz, Ken Peattie
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Detalhes do Produto
- Editora: John Wiley & Sons
- Categorias:
- Ano: 2012
- ISBN: 9781119966197
Sinopse
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…
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