000			02784nam a22002177a 4500
005			20250403175722.0
008			250403b |||||||| |||| 00| 0 eng d
020			_a9781032728032
082			_a658.83 _bDER
100			_aDereudre, Clara, Millard _922653
245			_aShifting the marketing mindset: _ba toolkit to drive sustainable transformation
260			_bRoutledge _aNew York _c2025
300			_axv, 121 p.
365			_aGBP _b34.99
500			_aTable of contents: Introduction 1. The evolving role of business in society. 2. A new era for marketing. 3. Connect Stakeholders. 4. Connect Needs and Capabilities. 5. Connect Beginning and Ends. 6. Connect Say and Do. 7. Accelerating progress. 8. Conclusion: A new mindset for marketing. 9. About the author. (https://www.routledge.com/Shifting-the-Marketing-Mindset-A-Toolkit-To-Drive-Sustainable-Transformation/MillardDereudre/p/book/9781032728032)
520			_aA clarion call for marketing to return to its roots and integrate sustainability principles, this book illustrates how the marketing function can drive organizations, delighting customers and impacting positively on society and the environment. Accused of manipulation and more, marketing is one of the most misused functions and misunderstood professions. The rise of “green marketing” could have been an opportunity for the profession to exhibit its potential to transform business—but instead, there has been a turn to greenwashing, with false claims of environmental friendliness. Now, businesses must evolve, rebalancing social and environmental priorities with economic ones, and it is time for a new era: Positive Impact Marketing. Drawing on almost 30 years of experience in global marketing, management, and strategy with private, public, and nonprofit organizations, this book introduces a framework organized around four key principles, Connect 4 Impact, and shows how these principles must govern marketing to achieve the desired net positive impact. It explains why and how marketing is key to establish sustainability at the core of business models and provides marketers with a toolkit and strategies for collaborating with other business leaders in the organization to guide rapid and effective transformations. This book will be a transformative resource for leaders and managers looking to truly incorporate sustainability into their business models, marketing professionals at all levels, and MBA/BBA students with an interest in sustainable business. (https://www.routledge.com/Shifting-the-Marketing-Mindset-A-Toolkit-To-Drive-Sustainable-Transformation/MillardDereudre/p/book/9781032728032)
650			_aMarketing
650			_aInternational marketing _95932
650			_aMarketing mindset _922654
942			_cBK _2ddc
999			_c9017 _d9017