Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society.
With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustainability guidelines and environmental threats while still remaining profitable in today’s global market.
Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more ‘green’ living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint.
The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.
- ISBN10 1526494639
- ISBN13 9781526494634
- Publish Date 25 May 2021 (first published 28 April 2021)
- Publish Status Active
- Publish Country GB
- Imprint Sage Publications Ltd
- Format Paperback
- Pages 440
- Language English
- URL https://uk.sagepub.com/booksProdDesc.nav?prodId=Book268771