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Sustainability Marketing: New directions and practices

Rishi Raj Sharma
Guru Nanak Dev University, India

Tanveer Kaur
Guru Nanak Dev University, India

Amanjot Singh Syan
Lovely Professional University, India


Product Details
Format:
Hardback
ISBN:
9781800712454
Published:
05 May 2021
Publisher:
Emerald Publishing Limited
Dimensions:
296 pages - 152 x 229mm
With changing business needs and increased levels of consumer awareness concerning social and ecological issues, organisations need to realign their profitability strategies in order to demonstrate their engagement with sustainable practices.

Sustainability Marketing: New directions and practices explores how an increase in customer's desire for sustainable products can form a key part of new marketing strategies. The authors shed new light on strategies that capture the benefits of sustainability from an ecological, social and profitability standpoint in business, while explaining the strategic intent required for building marketing strategies that will provide a competitive advantage.

The book harnesses the Triple Bottom Line concept by highlighting the significance of developing, refining, and implementing marketing strategies with a key focus on sustainability, in order to leave a positive impact upon the planet and people. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.
PART I. MARKETING SCENARIO IN THE 21ST CENTURY
Chapter 1. Brief history of business and its sustainability 
Chapter 2. Conventional marketing practices
Chapter 3. The Sustainability Challenge
Chapter 4. Marketing and socio-ecological balance
PART II. SUSTAINABILITY MARKETING: A NEW PARADIGM
Chapter 5. The basic concept of Sustainability marketing
Chapter 6. Sustainability Marketing – The Environmental Perspective
Chapter 7. Sustainability Marketing – The Social Perspective
Chapter 8. Sustainability Marketing - The Economic Perspective
PART III. CONSUMER ORIENTED SUSTAINABILITY MARKETING
Chapter 9. Market segmentation, targeting and positioning
Chapter 10. The Sustainable consumer
Chapter 11. Sustainability Marketing Mix
Chapter 12. Sustainability Branding
PART IV. SUSTAINABILITY MARKETING: STRATEGIC INTENT
Chapter 13. Foundation of Strategic Sustainability marketing
Chapter 14. Sustainability and Business environments
Chapter 15. Sustainability Marketing Strategy formulation
PART V. SUSTAINABILITY MARKETING: CONTEMPORARAY ISSUES
Chapter 16. Digitalisation and Sustainability
Chapter 17. Contemporary issues in Sustainability Marketing
Rishi Raj Sharma is a Professor, Marketing area in Department of Business Management and Associate Dean, Guru Nanak Dev University, Regional campus, Gurdaspur (India). He has been involved in teaching, research and training for over 20 years. His core areas of interest are marketing and its allied fields such as advertising, sustainability marketing, etc.

Tanveer Kaur is a Research Scholar at the University Business School, Guru Nanak Dev University, Amritsar (India). Her core areas of research include Sustainability Marketing and Sustainable Development and she is actively engaged in pursuing her interest in these fields.

Amanjot Singh Syan is Assistant Professor at Mittal School of Business, Lovely Professional University (India). He holds an MBA degree with an emphasis in Financial management from Guru Nanak Dev University, Amritsar. His areas of interest include sustainability and sustainable development.

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