Sustainable Enterprise

1. Auflage 2012
ISBN: 978-1-4129-9868-0
Verlag: SAGE Publications, Inc

Buch, Englisch, 560 Seiten, Format (B × H): 187 mm x 231 mm, Gewicht: 741 g

This book is appropriate for the following courses:

- Sustainable Enterprise

- Sustainable Business Practices

- Sustainability

- Marketing Society

- Social Marketing

Sustainable Enterprise goes beyond the internal firm strategies of micromarketing and the "four Ps" to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large.

Features and Benefits:

Chapters address key issues for marketing professionals in today's society such as marketing ethics, globalization, the "greening" of the marketplace, and social equity

"Mavericks Who Made It" boxes highlight the success stories of marketers who have created sustainable business enterprises

Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions

Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice.

Autoren/Hrsg.

Peterson, Mark

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

I. Macromarketing for Sustainable Enterprise
1. 21st Century Micro and Macro Issues
2. How Efficient and How Effective are Markets?
3. Marketing and Society
4. Stakeholders in Marketing
5. The Role of Business in Society
6. The Role of the State in Society
II. Enterprise with Market Dynamism in Mind
7. Contemporary Consumers
8. Collaborative Leadership
9. Globalization
III. Enterprise with the Environment in Mind
10. The Environmental Imperative
11. Environmentally-Oriented Business
12. Sustainable Entrepreneurship
IV. Enterprise with Equity in Mind
13. Developing Markets
14. Poverty Alleviation
V. The Future of Marketing is Macromarketing
15. Venturing into the Future of Market-Based Sustainability

Über Autor(innen)

Peterson, Mark
Dr Mark Peterson is Professor of Marketing and Sustainable Business Practices at the University of Wyoming College of Business. He teaches sustainable business practices to undergraduates and doctoral students, as well as marketing analytics to MBA students. He has authored the SAGE Publications book Sustainable Marketing: A Holistic Approach.

Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the University of Wyoming faculty in Fall 2007 where he teaches doctoral, MBA, and undergraduate students. He previously taught at the University of Texas at Arlington. His research interests include marketing and society issues, research methods, as well as international marketing. He is an associate editor for the Journal of Macromarketing, and has served as Secretary/Treasurer of the Macromarketing Society. He currently serves on the board of directors for the Macromarketing Society, and the International Society for Quality of Life Studies (ISQOLS). His research has been published in such outlets as Journal of Macromarketing, Journal of Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Advertising Research, Entrepreneurship Theory & Practice, Journal of International Marketing, Journal of Business Research. Dr. Peterson was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006. Mark is a founder of Silk Road Success!, a social entrepreneurship venture to boost global business skills in countries of the Old Silk Road.