Sustainable Marketing: Managerial - Ecological Issues / Edition 1

by Donald A. Fuller

Overview

There has long been a gap for a text that bridges the fundamental ecological issues facing society and modern marketing. This is that text. Following an ecological imperative, Fuller, explores the reasons for studying sustainable marketing in 8 key chapters which encompass strategy, products, channel networks, Communications, pricing and market development. At a time when one is looking at global warming, hydrocarbon taxes, air and water pollution and increased incidences of respiratory diseases this is a very opportune text.

In the UK, BAA have just launched a sustainable company strategy for its business and this is the book that outlines what that approach means for the modern marketer.

Product Details

ISBN-13:	9780761912187
Publisher:	SAGE Publications
Publication date:	02/09/1999
Pages:	407
Product dimensions:	6.00(w) x 9.00(h) x 0.94(d)

Table of Contents

Sustainable Marketing
An Overview
New Decision Boundaries
The Product System Life-Cycle
Sustainable Marketing Strategies
Sustainable Products
Sustainable Channel Networks
Sustainable Marketing Communications
Sustainable Pricing
Markets and Market Development

Editorial Reviews

Beginning with the conventional structure and principles of marketing, introduces and advocates methods to convert consumption systems to a sustainable paradigm, replacing the linear approach of materials- products-consumption-disposal with a circular use of resources. Fuller (marketing, U. of Central Florida) has no allusions about altruism in capitalism, and so explains how the approach not only protects or enhances the environment and provides customers with better value, but also translates into higher return on investment for companies. He includes 24 examples of successful corporate initiatives. Annotation c. by Book News, Inc., Portland, Or.

Booknews

"This is the most authoritative and carefully and thoroughly documented treatment of what is generally known as green marketing that I’m aware of."

Peter Gillett