Sustainability Marketing

Sustainability Marketing: A Global Perspective provides a new sustainabilityoriented vision of marketing for the twentyfirst century. It has a consumer marketing focus with an emphasis on 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 integrated into marketing decisions through a systematic stepbystep approach. The steps involve an analysis of socioenvironmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumeroriented sustainability marketing mix to replace the outmoded and produceroriented ‘4 Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management.