Sustainable Marketing

The Industry's Role in a Sustainable Future
1. Auflage 2023
ISBN: 978-1-3986-1313-3
Verlag: Kogan Page

Buch, Englisch, 328 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 500 g

SHORTLISTED: Business Book Awards 2024 - Sales & Marketing Becoming a sustainable marketer is no longer an optional extra. Sustainability has become a necessity for the future, but do you feel confident delivering on this for your clients and customers? Sustainable Marketing is a blueprint for embedding sustainability at the heart of marketing. Exposing the disturbing reality of marketing's current relationship with many of our environmental and societal problems, it challenges the traditional role of marketing, its cultural norms and gross inefficiency. It goes on to present a compelling vision for change and a practical guide for marketing professionals, equipping them with the mindset and tools to transform their daily work and the industry as a whole, into a force for good. This is the perfect guide for marketing and sustainability professionals working through their company's sustainable transformation whilst trying to avoid the pitfalls of greenwashing and carbon myopia. Written by experts who apply their unique framework to the issue, this book takes what may feel like an insurmountable challenge and breaks it down, giving in-depth advice and providing real-world success stories from companies of all sizes including Tony's Chocolonely, The Onlii and AkzoNobel.

Autoren/Hrsg.

Randle, Paul

Eyre, Alexis

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Corporate Social Responsibility (CSR), Nachhaltiges Wirtschaften
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
• Section - ONE: An introduction to sustainability;
• • Chapter - 01: Getting ready for the journey;
  • Chapter - 02: An introduction to sustainability;
  • Chapter - 03: Deciphering the world of sustainability;
  • Chapter - 04: Marketing and the environmentalist movement;
• Section - TWO: The role of marketing;
• • Chapter - 05: The great acceleration and the golden era of marketing;
  • Chapter - 06: The sustainable impacts of marketing;
  • Chapter - 07: The role of marketing – the ‘engine of growth’?;
  • Chapter - 08: The mindset of marketing;
  • Chapter - 09: The current state of marketing;
  • Chapter - 10: The need for a new role for marketing;
• Section - THREE: The tools for sustainable marketing;
• • Chapter - 11: The origins, objectives and introduction to the sustainable marketing compass;
  • Chapter - 12: Embedding sustainability at the heart;
  • Chapter - 13: Strategic foundations;
  • Chapter - 14: Activation pillars;
• Section - FOUR: Building sustainable marketing capability;
• • Chapter - 15: The sustainable data universe;
  • Chapter - 16: Capability development and the parallels to digital transformation;
  • Chapter - 17: Your personal resilience journey;
  • Chapter - 18: Call to action;

Über Autor(innen)

Randle, Paul
Paul Randle is co-founder of the Sustainable Marketing Compass and CEO of Pickle Consulting Ltd based in Berkshire, UK. He has over 30 years of global marketing and digital transformation experience with organisations like BSI, Microsoft, Philips, AkzoNobel, VISA, Dentsu and Omnicom. He has spoken at events such as Google Think, written articles for The Guardian newspaper and is an assessor and sits on the advisory panel of the Sustainable Marketing, Media and Creative course offered by the Cambridge University Institute for Sustainability Leadership.

Eyre, Alexis
Alexis Eyre is the Co-Founder of the Sustainable Marketing Compass, Founder of Green Eyre and Co-Founder of Sustainists Consultants. Based in Hampshire, UK, she has worked media owner, agency and client side for brands ranging from start-up to global in size, including Natwest, Sunsail, News UK, EcoSki and Hewlett Packard. She has spoken at a number of conferences including the Leaders Week Summit, and the Business Green NetZero Festival about Sustainable Marketing. She runs Sustainable Marketing courses for the IPA, writes content for the CIM and is an assessor on the Sustainable Marketing, Media and Creative course by the Cambridge Institute of Sustainability Leadership. She is also certified in Business Sustainability Management from the Cambridge Institute of Sustainability Leadership.

Paul Randle is co-founder of the Sustainable Marketing Compass and CEO of Pickle Consulting Ltd based in Berkshire, UK. He has worked with global brands like Microsoft, BSI, Philips, VISA, Omicom and Dentsu. Alexis Eyre is co-founder of the Sustainable Marketing Compass, and co-founder of Sustainists. Based in Hampshire, UK, she has worked on all three sides of the marketing triangle - agency, client and media owner side - and has spoken at the Business Green NetZero Festival. Both assess on the Sustainable Marketing, Media and Creative course at the Cambridge University Institute for Sustainability Leadership.