Frank-Martin Belz: Sustainability Marketing, Kartoniert / Broschiert

Klappentext

EQUIPS THE NEXT GENERATION OF MARKETERS WITH THE CRITICAL SKILLS AND ETHICAL MINDSET TO LEAD IN A TIME OF UNPRECEDENTED CHANGE

Since its first publication in 2009, Sustainability Marketing has set the standard for how marketers can respond to global environmental and social challenges. Now in its third edition, this award-winning text remains a definitive resource in the field-blending rigorous theory, diverse global examples, and actionable strategy.

Sustainability Marketing offers a comprehensive, structured, and deeply insightful guide to integrating social, environmental, and ethical concerns into modern marketing strategies, delivering both theoretical depth and practical tools to help students and practitioners alike navigate the evolving sustainability landscape. With a fresh emphasis on global challenges, digital transformation, and circular economy principles, the third edition reflects the latest research, real-world case studies, and pressing debates in the field.

Covering a wide range of key topics, from rethinking the sustainability marketing mix to navigating the ethical tensions of brand activism, the authors provide a compelling blueprint for building marketing strategies that drive innovation, strengthen brand trust, and contribute meaningfully to sustainable development.

Sustainability Marketing: A Global Perspective, Third Edition, is essential reading for advanced students exploring the future of responsible business, educators integrating sustainability into their curriculum, and marketing professionals looking to align strategy with purpose and contribute to a more sustainable and equitable world.

NEW TO THIS EDITION

• Expanded focus on the UN Sustainable Development Goals (SDGs), addressing how marketers are aligning strategies with global policy frameworks
• New content on greenwashing, consumer trust, and ethical marketing dilemmas, Including societal and humanistic marketing perspectives in a polarized media and political environment
• Cutting-edge analysis of digitalization and AI, exploring opportunities such as personalization and engagement, as well as risks of data asymmetries, algorithm-driven polarization, and deepfakes
• Deeper integration of circular economy thinking, examining how product-service systems, sharing models, and value co-creation are reshaping marketing roles and metrics
• Timely global case studies and updated data ranging from large multinationals to agile start-ups across a variety of sectors, geographies, and consumer segments, including new and emerging companies and enterprises that exemplify innovative sustainability marketing practices
• Insights into brand activism and its risks that help readers understand the fine line between purpose-driven engagement and public backlash
• Coverage of the implications of sustainable supply chains for marketing and the role of traceability and transparency in generating credibility
• Incorporated and replaced the latest research to strengthen both the theoretical foundation and practical application of sustainability marketing, including new research on clean technologies highlighting marketing's role in accelerating adoption and communicating impact

WILEY ADVANTAGE

• Provides a structured, step-by-step approach grounded in the original sustainability marketing framework, refined and expanded for today's complex challenges
• Equips students and professionals with actionable frameworks for implementing sustainability in real marketing contexts
• Offers a truly global perspective with stories and challenges drawn from every continent that cover diverse industries
• Reflects the latest academic findings and real-world practices, while remaining concise and accessible for a 12-week course
• Employs a balanced, critical lens to unpack the tensions, trade-offs, and controversies involved in sustainable marketing
• Includes learning objectives, discussion questions, and "Sustainability Challenges" in each chapter