Sustainability Marketing: A Global Perspective
暫譯: 可持續行銷：全球視角

Belz, Frank-Martin, Peattie, Ken

Sustainability Marketing: A Global Perspective
  • 出版商: Wiley
  • 出版日期: 2012-10-29
  • 售價: $3,080
  • 貴賓價: 9.5 折 $2,926
  • 語言: 英文
  • 頁數: 352
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 1119966191
  • ISBN-13: 9781119966197
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.

The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.

A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz.

View the authors blog at: www.sustainability-marketing.com

商品描述(中文翻譯)

新修訂的第二版獲獎教科書《可持續行銷：全球視角》提供了面向二十一世紀的可持續性行銷願景。該書採用消費者行銷的焦點，強調將可持續性原則整合進行銷理論及行銷經理的實際決策中。

本書展示了行銷人員如何通過系統的逐步方法來應對可持續性問題的複雜性。這些步驟包括分析社會環境優先事項，以補充傳統的消費者研究；將社會、倫理和環境價值整合進行銷策略的發展；一個以消費者為導向的可持續行銷組合，以取代過時且以生產者為導向的「4P」；最後，分析行銷如何超越對社會變遷的反應，為轉型為更可持續的社會做出貢獻。如果不採取這些步驟，行銷將繼續推動與氣候變遷、貧困、糧食短缺、石油枯竭和物種滅絕相關的全球危機，而不是幫助解決這些問題。

本書的補充材料綜合包可在 www.wiley.com/college/belz 獲得。

查看作者的部落格： www.sustainability-marketing.com

作者簡介

Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).

Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).
The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.

作者簡介(中文翻譯)

Frank-Martin Belz 是慕尼黑工業大學（TUM 管理學院）的教授。
Ken Peattie 是卡迪夫商學院的教授，同時也是英國社會科學研究委員會商業關係、問責制、可持續性與社會研究中心（BRASS）的主任。
這兩位作者擁有超過 40 年的研究經驗，並在教室中教授可持續性行銷概念方面有多年經驗。

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