There are two major parallel challenges facing managers and leaders:
first, how to adapt to global changes in markets, competition and
supply, and second, how to grow a business while observing recognisably
sustainable practices. Companies must now align their values with
customers who increasingly seek people-friendly and planet-friendly
products and services. Using sustainable marketing techniques to create
value ultimately leads to improved customer satisfaction, better
professional relationships and increased effectiveness.
With marketing planning absent from the current textbook offering, this
book provides practical insights, tools and frameworks to help readers
produce tactically and strategically appropriate marketing plans.
Showing how to embed sustainability in these strategies and reflecting
on the historical and current criticisms aimed at marketing, students
will be shown how to implement changes while being encouraged to reflect
on why they are needed. Full of tools and frameworks to improve
comprehension, including chapter-by-chapter learning outcomes,
summaries, exercises, applied activities and mini case studies, it
bridges the gap between theory and practice effectively and accessibly.
Finally, PowerPoint lecture slides and Multiple Choice Questions
sections are provided for each chapter as electronic resources.
Presenting contemporary themes and challenges at the cutting edge of
business research and practice, this book should be core reading for
advanced undergraduate and postgraduate students of sustainable
marketing, marketing planning and marketing strategy, as well as
professionals seeking to improve the competitive advantage of their
organisations.
