Sustainable MarketingSAGE, 2. 2. 1999 - Počet stran: 395 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. |
Obsah
An Overview | 1 |
Sustainable Marketing Defined | 3 |
The Master Equation | 7 |
The Ecological Imperative | 8 |
The Nature of Sustainable DevelopmentConsumption | 9 |
The Ecological Setting | 14 |
Commoners Informal Laws of Ecology | 25 |
Evolving Ecological Concern | 28 |
Chapter Summary | 172 |
Chapter 5 Sustainable Channel Networks | 175 |
Channel DesignforEnvironment | 176 |
Channel DesignforPollution Prevention | 179 |
Channel DesignforResource Recovery | 181 |
SustainableGreen Retailing | 203 |
Selecting Sustainable Partners | 211 |
Implementing Sustainable Channels | 215 |
The Competitive Setting | 31 |
The SocialMoral Imperative | 35 |
Reasons for Studying Sustainable Marketing | 39 |
Philosophy of this Book | 40 |
Plan of this Book | 43 |
The Product System Life Cycle | 47 |
Quantitative LifeCycle Assessment | 56 |
Qualitative LifeCycle Assessment | 68 |
Path to the Future? | 73 |
Chapter Summary | 74 |
Chapter 3 Sustainable Marketing Strategies | 77 |
Dimensions of Waste Management | 83 |
Strategy Options | 87 |
Pollution Prevention | 90 |
Resource Recovery | 94 |
Terminal Disposal | 102 |
Organizational Strategies | 104 |
Marketings New Mission | 109 |
Implementing Sustainable Marketing Strategies | 113 |
ProductSpecific Sustainable Marketing Audit | 120 |
Chapter Summary | 125 |
Chapter 4 Sustainable Products | 129 |
Solution to Pollution | 130 |
The Industrial Design Process | 132 |
Product DesignforEnvironment | 134 |
Product DesignforPollution Prevention | 137 |
Product DesignforResource Recovery | 153 |
DesignforEnvironment Insights | 164 |
Implementing Product DesignforEnvironment | 168 |
Chapter Summary | 221 |
Chapter 6 Sustainable Marketing Communications | 223 |
Communications DesignforEnvironment | 224 |
Controversy over Message | 227 |
Environmental Message Design | 229 |
Environmental Labeling Programs | 243 |
Role of Promotion Mix Elements | 252 |
Implementing Sustainable Communications | 264 |
Chapter Summary | 267 |
Chapter 7 Sustainable Pricing | 271 |
Pricing DesignforEnvironment | 272 |
Sources of EcoCosts | 278 |
Impact of EcoCosts on Price | 284 |
FullCostEnvironmental Accounting | 287 |
Allocating Internal EcoCosts | 293 |
DesignforEnvironment Pricing Strategies | 299 |
Implementing Sustainable Pricing | 314 |
Chapter Summary | 315 |
Chapter 8 Markets and Market Development | 319 |
Decision Process Factors | 320 |
Green Segmentation Analysis | 330 |
Environmental Products | 342 |
RecycledSource Materials | 348 |
Chapter Summary | 359 |
References | 363 |
| 381 | |
About the Author | 395 |
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