Sustainability marketing - Frank-Martin Belz

The new and extended Second Edition of the award-winningtextbook Sustainability Marketing: A Global Perspectiveprovides a sustainability-oriented vision of marketing for thetwenty-first century. Adopting a a consumer marketing focus, itemphasises integrating sustainability principles into bothmarketing theory and the practical decision making of marketingmanagers.

The book shows how the complexities of sustainability issues can beaddressed by marketers through a systematic step-by-step approach.The steps involve an analysis of socio-environmental priorities tocomplement conventional consumer research; an integration ofsocial, ethical and environmental values into marketing strategydevelopment; a new consumer-oriented sustainability marketing mixto replace the outmoded and producer-oriented '4Ps';and finally an analysis of how marketing can go beyond respondingto social change to contribute to a transformation to a moresustainable society. Without taking such steps, marketing willcontinue to drive global crises linked to climate change, poverty,food shortages, oil depletion and species extinction, instead ofhelping to tackle them.