Sustainability Marketing: A Global Perspective
Sustainability Marketing: A Global Perspective
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可持续营销：全球视角
DOI：
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发表时间：
2009
期刊：
影响因子：
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通讯作者：
K. Peattie
中科院分区：
文献类型：
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作者：
F. Belz;K. Peattie
《可持续性营销：全球视角》为21世纪的营销提供了一个新的以可持续性为导向的愿景。它有一个消费者营销重点，重点是将可持续性原则融入营销理论和营销经理的实际决策。这本书展示了如何通过系统的一步一步的方法将可持续发展问题的复杂性融入营销决策。这些步骤包括分析社会环境优先事项，以补充传统的消费者研究;将社会、道德和环境价值纳入营销战略制定;以新的面向消费者的可持续性营销组合取代过时的面向生产者的“4 P”;最后分析营销如何超越对社会变革的反应，促进向更可持续的社会转型。如果不采取这些措施，营销将继续推动与气候变化、贫困、粮食短缺、石油枯竭和物种灭绝有关的全球危机，而不是帮助解决这些危机。
这本书非常适合学生和从业者在许多不同的水平和学科，包括市场营销，商业和可持续发展或环境管理。
Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first 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 step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘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.