Consideration for the ethics of business, social responsibility and
the environment has put sustainability at the top of the agenda for
many organisations and marketing has a key role to play in driving
this agenda. This book explores the complex and challenging
environment of sustainable marketing. The author starts by
considering the background of traditional marketing in order to
understand the changes that have occurred over recent times and
their significance. From corporate social responsibility to
societal and green marketing movements, leading to the development
of sustainable marketing practice, this book is the most complete
and accessible introduction to Sustainable Marketing on the market.
Key themes covered in the book include: Current developments in the
marketing environment and their role in stimulating or impeding the
progress of sustainability The nature of consumption in relation to
sustainability The underlying attitudes of consumers towards
sustainable consumption The use of social marketing for planning
and implementing behavioural change in consumers towards a more
sustainable lifestyle
General
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