Sustainability in Marketing Practice (e-book) (used book) | bookbook.eu

Description

Consumers prefer businesses that support sustainability, which is no longer a secret. This volume delves into the nuts-and-bolts of sustainable marketing, and the promotion of environmentally and socially responsible products, practices, and brand values.

This comprehensive resource, Sustainability in Marketing Practice: Strategies for Industry 4.0, takes a deep dive into how to integrate sustainability into a marketing strategy and how to develop, broaden, and maintain a sustainable marketing strategy that appeals to the values of the general public.

Connecting marketing, consumption, and sustainability, this book addresses dominant areas of research in sustainability from the marketing perspective. It discusses the practice of misplacing the idea of sustainability in pursuit of short-term business goals and emphasizes longer term sustainable strategies. It looks at the role of marketing in facilitating sustainable behavior and also highlights innovation and high-end new research in sustainability.

The book contains three parts with the first section detailing sustainable consumer culture, examining consumer personality traits and purchasing behavior and how to influence those purchasing decisions and gain brand loyalty. The volume also reviews sustainable business strategy practices through various studies from the banking, fashion, hospitality and tourism, and other industries. The use of artificial intelligence and machine learning in sustainable marketing are also touched upon. The final part focuses on green marketing and details the new consumption pattern prevalent in the market today.

With a foreword by Philip Kotler, the father of modern marketing, Sustainability in Marketing Practice: Strategies for Industry 4.0 provides a comprehensive resource that will be valuable to marketing researchers, practitioners, academicians, and corporations.