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The Sustainable Marketing Concept in European SMEs - Insights from the Food & Drink Industry (Hardcover)
Loot Price: R2,738
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The Sustainable Marketing Concept in European SMEs - Insights from the Food & Drink Industry (Hardcover)
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The food and drink sector represents Europe's largest manufacturing
industry, its largest employer and is a major player in the global
economy. It also has one of the greatest environmental impacts. In
order to maintain competitive advantage, SMEs need to address their
environmental impact and integrate sustainability into their
marketing strategies and operations. The Sustainable Marketing
Concept in European SMEs: Insights from the Food & Drink
Industry brings together contributions from leading scholars to
provide new knowledge and applications for the implementation of
sustainable marketing orientation and sustainable marketing mix
tools in SMEs operating in the industry. It will be the first
publication focussing on the scope of sustainable marketing
applications by SMEs providing comparison, data analysis and
insights from Western Europe and Central - Eastern Europe. The book
is a result of an international cooperation undertaken by leading
researchers from Poland, Croatia, the UK, Russia, Germany and
Spain, all with many years of experience in issues related to
marketing and sustainability.
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