| Sustainable Marketing: Managerial - Ecological Issues Contributor(s): Fuller, Donald a. (Author) |
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ISBN: 0761912185 ISBN-13: 9780761912187 Publisher: Sage Publications, Inc OUR PRICE: $207.10 Product Type: Hardcover - Other Formats Published: February 1999 Annotation: Sustainable Marketing is structured around the traditional "4Ps" of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems. The book's running theme is that marketers can reinvent strategy and craft "win-win-win" solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| LCCN: 98-40124 |
| Physical Information: 1.01" H x 6.24" W x 9.62" (1.44 lbs) 407 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: There has long been a gap for a text that bridges the fundamental ecological issues facing society and modern marketing. This is that text. Following an ecological imperative, Fuller, explores the reasons for studying sustainable marketing in 8 key chapters which encompass strategy, products, channel networks, Communications, pricing and market development. At a time when one is looking at global warming, hydrocarbon taxes, air and water pollution and increased incidences of respiratory diseases this is a very opportune text. In the UK, BAA have just launched a sustainable company strategy for its business and this is the book that outlines what that approach means for the modern marketer. |