Sustainable Marketing

Přední strana obálky
SAGE, 2. 2. 1999 - Počet stran: 395
`In Sustainable Marketing Donald Fuller has made a timely and considered contribution to the marketing literature. With the environment increasingly being recognised as a legitimate element in marketing theory and practice, Fuller′s book serves as a useful introduction for those who have yet to get to grips with what this might entail. The book is clearly written, and since it is structured around the traditional 4P′s of the marketing mix, should be easily digestible by marketing academics and practitioners alike′ - Journal of Marketing Management

`In Sustainable Marketing Donald Fuller has made a timely contribution to the marketing literature.... The book is a practical and wide-ranging examination of how marketing can become more ecologically sensitive.... Fuller should be commended on putting tegether a comprehensive and authoritative text.′ - Marketing Review

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.

This text is much needed and long overdue for the modern senior marketer or manager.

This is the book about building into the marketing approach sustainability so that we do have descendants.

Good quality high level text for those who are serious about marketing.′ - Phil Harris, Manchester Metropolitian University

This comprehensive text recognizes marketing as the key to the success of ecologically sound products.

The book explains how marketing mix decisions can and do influence environmental outcomes. Donald A Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach that leads to the pollution of ecosystems.

 

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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
Index
381
About the Author
395
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