A definitive guide for the next generation of marketers, it's refreshing to see the integration of theory and practice in this evidence-based introduction to sustainable marketing. It contains astute observations and useful insights to guide marketing strategy on how doing good creates value. A wealth of knowledge and sound advice for forward-thinking businesses.

Vorwort
Sustainable marketing isn't just great for the environment - it also results in a loyal consumer base and a widely respected brand identity. Sustainable Marketing is the essential guide to implementing, maintaining and scaling sustainability in any marketing initiative.

Autorentext

Michelle Carvill, Gemma Butler, Geraint Evans

Klappentext

Sustainable Marketing is the essential guide to implementing, maintaining and scaling sustainability in any marketing initiative.

Sustainable Marketing represents the new benchmark for modern marketing. It emphasizes the importance of sustainability in modern marketing, before providing a comprehensive guide to implementing and driving sustainable practices in any organization. It draws upon both professional experiences and academic research, featuring in-depth case studies that are supported by facts, figures, commentary, interviews and analysis.

In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. This includes, but isn't limited to, environmental factors - brands are expected to convey understanding, concern and proactivity, whether this applies to their carbon footprint, employee welfare or charitable contribution. Sustainable marketing isn't just great for the environment--it also results in a loyal consumer base and a widely respected brand identity.

Zusammenfassung
Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints - remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.