Sustainable marketing planning:
"There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business whilst observing recognisably sustainable practices. Companies must now align their values with customers who increa...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
Routledge
2019
|
| Schlagworte: | |
| Online-Zugang: | UEI03 Volltext |
| Zusammenfassung: | "There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business whilst observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek products and services that are people- and planet-friendly. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness. With Marketing Planning absent from the current textbook offering, this book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown 'How' to implement whilst being encouraged to reflect on 'Why'. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Finally, PowerPoint lecture slides and MCQ sections are provided for each chapter as electronic resources. Reflecting on contemporary themes and challenges at the cutting edge of business research and practice, this book should be core reading for advanced undergraduate and postgraduate students of Sustainable Marketing, Marketing Planning and Marketing Strategy, as well as professionals seeking to improve the competitive advantage of their organisations"-- |
| Beschreibung: | 1 online resource |
| ISBN: | 0429399111 9780429678141 0429678142 9780429678127 0429678126 9780429678134 0429678134 9780429399114 |
| DOI: | 10.4324/9780429399114 |
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| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.4324/9780429399114 |
| format | Electronic eBook |
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| id | DE-604.BV047007757 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:04Z |
| indexdate | 2024-07-10T08:59:58Z |
| institution | BVB |
| isbn | 0429399111 9780429678141 0429678142 9780429678127 0429678126 9780429678134 0429678134 9780429399114 |
| language | English |
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| physical | 1 online resource |
| psigel | ZDB-7-TFC ZDB-7-TFC UEI_PDA_TFC_Kauf |
| publishDate | 2019 |
| publishDateSearch | 2019 |
| publishDateSort | 2019 |
| publisher | Routledge |
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| spelling | Richardson, Neil 1963 January 25- Verfasser aut Sustainable marketing planning Neil Richardson New York Routledge 2019 1 online resource txt rdacontent c rdamedia cr rdacarrier "There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business whilst observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek products and services that are people- and planet-friendly. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness. With Marketing Planning absent from the current textbook offering, this book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown 'How' to implement whilst being encouraged to reflect on 'Why'. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Finally, PowerPoint lecture slides and MCQ sections are provided for each chapter as electronic resources. Reflecting on contemporary themes and challenges at the cutting edge of business research and practice, this book should be core reading for advanced undergraduate and postgraduate students of Sustainable Marketing, Marketing Planning and Marketing Strategy, as well as professionals seeking to improve the competitive advantage of their organisations"-- Green marketing Consumption (Economics) / Environmental aspects Social responsibility of business https://doi.org/10.4324/9780429399114 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Richardson, Neil 1963 January 25- Sustainable marketing planning Green marketing Consumption (Economics) / Environmental aspects Social responsibility of business |
| title | Sustainable marketing planning |
| title_auth | Sustainable marketing planning |
| title_exact_search | Sustainable marketing planning |
| title_exact_search_txtP | Sustainable marketing planning |
| title_full | Sustainable marketing planning Neil Richardson |
| title_fullStr | Sustainable marketing planning Neil Richardson |
| title_full_unstemmed | Sustainable marketing planning Neil Richardson |
| title_short | Sustainable marketing planning |
| title_sort | sustainable marketing planning |
| topic | Green marketing Consumption (Economics) / Environmental aspects Social responsibility of business |
| topic_facet | Green marketing Consumption (Economics) / Environmental aspects Social responsibility of business |
| url | https://doi.org/10.4324/9780429399114 |
| work_keys_str_mv | AT richardsonneil sustainablemarketingplanning |