Sustainable Marketing

Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.

Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society. With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustainability guidelines and environmental threats while still remaining profitable in today’s global market. Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more ‘green’ living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint. The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.

Sustainable Marketing is structured around the traditional "4Ps" of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems. The book′s running theme is that marketers can reinvent strategy and craft "win-win-win" solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives.

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 while observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek people-friendly and planet-friendly products and services. 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 changes while being encouraged to reflect on why they are needed. 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 Multiple Choice Questions sections are provided for each chapter as electronic resources. Presenting 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.

Cultural attractions play an important role in tourism at all levels, and attract huge numbers of tourists interested in heritage and the arts. Cultural Heritage Tourism has positive economic and social impacts but can also have negative impacts on communities and regions. This book draws together and links ideas of tourism from sustainable marketing perspectives and embeds it within a heritage management setting. Through a discussion and analysis of existing literature and practices this book aims to propose a marketing strategy framework grounded in sustainable principles that can be used to sustain and preserve the authenticity of cultural heritage for future generations, whilst appealing to the suppliers, the regulators, and the consumers. The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn from core sustainable principles. This is followed by a pragmatic examination of the proposed framework from the shaper’s (provider’s) perspective. The material presented in this book is not merely an agglomeration of documented secondary research, but the theoretical concepts are grounded in empirical research and interactive discussions with students and the travel and tourism industry. A variety of heritage institutions across the globe are used as starting points to test the applicability of the proposed paradigm: these include museums, historic house museums, heritage hotels/resorts, festivals, and heritage merchandize. This is a timely offering to a growing and vibrant area of research; what is most pertinent is that it is a thorough and fresh take on the topic with primary research included. It will find a place in student materials for a variety of courses and it should be read by practicing academics and researchers.

The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to: target unsustainable behaviors, and identify the barriers to change understand various commitment strategies communicate effective messages enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.

The book provides knowledge of sustainable marketing tools in SMEs operating in the industry.

Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This book summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It shares evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject’s breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use. This book was originally published as a special issue of the Journal of Sustainable Tourism.