Sustainable marketing planning

By:

Richardson, Neil

Material type: Text

TextPublication details: Routledge New York 2024Edition: 2ndDescription: xiii, 283 pISBN:

9781032561721

Subject(s):

Strategic management

DDC classification:

658.802 RIC

Summary: 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 plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed. The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing. The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs. It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty. 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. Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides 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. Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section. (https://www.routledge.com/Sustainable-Marketing-Planning/Richardson/p/book/9781032561721)

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.802 RIC (Browse shelf(Opens below))	Available		008359

Table of contents:
Introduction Chapter 1: Sustainability and Sustainable Development (SD). Chapter 2: Critical Thinking and Marketing. Chapter 3: Sustainable Buyer Behaviour. Chapter 4: The Marketing Mix. Chapter 5: Sustainable Marketing (SM) Planning. Chapter 6: Internal Marketing (IM). Chapter 7: Relationship Marketing and Loyalty. Chapter 8: Themes.

[https://www.routledge.com/Sustainable-Marketing-Planning/Richardson/p/book/9781032561721]

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 plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed. The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing. The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs. It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty. 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.

Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides 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.

Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section.

(https://www.routledge.com/Sustainable-Marketing-Planning/Richardson/p/book/9781032561721)

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