Sustainable Marketing Strategies

Principles and Practices for Responsible and Ethical Marketing
1. Auflage 2026
ISBN: 978-1-3986-2265-4
Verlag: Kogan Page Ltd

Buch, Englisch, 336 Seiten, Format (B × H): 156 mm x 234 mm

Understand how to both examine and integrate sustainability into brand strategies, through analysing the context, the industry and the brand with Sustainable Marketing Strategies.

This comprehensive textbook is ideal for postgraduate students and takes marketing students through the theory and practical insights needed to understand sustainable and responsible marketing. In the past, marketing has contributed to unsustainable business practices, but in this current climate, marketing can also be the solution to a more sustainable future.

Students will gain a deeper understanding of sustainable marketing, while also learning how to critique, create and implement a sustainable marketing strategy by using the book's easy-to-follow framework. This textbook includes:

- The Sustainable Marketing Mix

- Environmental and social marketing and communications

- Sustainable Marketing Metrics

- Making sustainability marketing engaging to the consumer

As well as various real-world examples from Tony Chocolonely, Levi's Jeans and Unilever, this book is also supported by learning outcomes, exercise questions and a glossary to enhance understanding of the practical applications. In-text resources include a glossary, learning outcomes and exercise questions, and online resources include PowerPoint slides for lecturers, and an instructor's manual. This textbook is for any student looking to understand sustainability marketing.

Autoren/Hrsg.

Wilson, Gillian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Section - ONE: The sustainability marketing context Chapter - 01: The sustainability context; Chapter - 02: The sustainable marketing context; Section - TWO: Sustainable marketing: Impact for people and planet; Chapter - 03: Stages of the sustainable marketing journey; Chapter - 04: What problems should brands solve?; Chapter - 05: Solving issues through brand purpose; Chapter - 06: What Impact does the brand have from a social and environmental perspective?; Section - THREE: Relevancy and engagement for consumers; Chapter - 07: Making sustainability relevant to the consumer; Section - FOUR: Strategies that are meaningful and differentiating for the brand; Chapter - 08: Sustainable marketing strategies; Chapter - 09: The sustainable marketing mix; Section - FIVE: Honest, transparent and inclusive branding and marketing; Chapter - 10: Communications; Chapter - 11: Inclusivity and diversity in marketing; Chapter - 12: Building a sustainable, authentic and transparent brand; Chapter - 13: Measurement and KPIs; Chapter - 14: The future of (sustainable) marketing

Über Autor(innen)

Gillian Wilson is a professor in Sustainable Marketing, based in IE University, Spain, and also lecturers at Porto Business School, Portugal. She is also a consultant in Sustainable Marketing, with an extensive international career of 25 years from in-house positions in multinational corporations to agency, consulting and academia. Her early career involved trade and marketing positions in companies such as Kellogg's, Heineken and NH Hotels.