Gillian Wilson: Sustainable Marketing Strategies, Kartoniert / Broschiert

Klappentext

Explore how sustainability can be embedded into contemporary brand and marketing strategy.

Sustainable Marketing Strategies by Gillian Wilson, provides postgraduate, MBA and upper-level undergraduate students with a clear and applied framework for understanding, critiquing and implementing sustainability within marketing practice. Designed for courses in ethical, responsible and sustainability marketing, this textbook aligns closely with class learning outcomes and contemporary curriculum needs. This textbook includes:

• A clear framework for analysing and developing sustainable marketing strategies
• Real-world examples from Tony's Chocolonely, Levi's and Unilever, to illustrate environmental and social marketing in practice
• Learning objectives, discussion questions and applied exercises to support assessment
• A glossary to support accessibility for international and multidisciplinary cohorts
• Online resources including lecturer slides and an instructor's manual

Using an accessible and structured framework, the book supports students in developing the skills to evaluate existing strategies and build credible, engaging sustainable marketing plans. It explores key themes including the sustainable marketing mix, environmental and social marketing communications, sustainability metrics and how brands can communicate sustainability in ways that resonate with consumers rather than alienate them.

Whether supporting structured teaching or independent study, Sustainable Marketing Strategies equips students with the analytical tools and practical insight needed to engage critically with sustainability in contemporary marketing.