Sustainable Marketing: Managerial - Ecological Issues
SAGE Publications, 9 feb. 1999 - 395 páginas
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.
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The Product System Life Cycle
Sustainable Marketing Strategies
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accounting achieve action activities addition analysis applications approach areas assessment associated attributes basic become benefits changes channel networks Chapter claims collection communications concern consumer consumption containers continuing corporate costs create customers cycle decisions defined deliver disposal distribution eco-costs ecological economic ecosystems effect eliminate energy enhance environment environmental example Exhibit factor firm follows function future given green handling human impact implementation important improvement increase industrial internal involves issues less major manufacturing materials means meet natural necessary noted objectives occur operations organizations packaging percent pollution positive practice present programs promotion PSLC purchase quantities recycling reduce represents responsible result retailers reverse specific Stage standard strategies suggests sustainable marketing tion traditional types unit waste waste management waste streams