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Books > Business & Economics > Business & management > Business negotiation
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Communicating Sustainability for the Green Economy (Hardcover)
Loot Price: R6,384
Discovery Miles 63 840
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Communicating Sustainability for the Green Economy (Hardcover)
Expected to ship within 12 - 17 working days
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With chapters written by experts in their field, this volume
advances the understanding of theory and successful practice of
marketing and promoting environmental sustainability. Some experts
predict that the next big trend in business will involve the green
economy. Yet, communicating sustainability to consumers provides a
set of challenges for marketers that do not necessarily follow all
the rules of other types of marketing communication. In many ways
the concept of sustainability challenges the core ideals of
promoting consumption. Accordingly, this book identifies for
researchers and practitioners the barriers that keep customers from
engaging in environmentally sustainable consumption and find ways
to overcome those barriers. The book includes topics such corporate
advertising strategy related to sustainability, corporate social
responsibility advertising, greenwashing, advertising related to
values, persuasion and persuasion knowledge in sustainability
marketing, social media and sustainability, and advertising and
public policy.
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