Sustainable Marketing : Managerial - Ecological Issues
Book Details
Format
Hardback or Cased Book
ISBN-10
0761912185
ISBN-13
9780761912187
Publisher
SAGE Publications Inc
Imprint
SAGE Publications Inc
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Mar 16th, 1999
Print length
407 Pages
Weight
650 grams
Product Classification:
Sales & marketingApplied ecology
Ksh 38,150.00
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This comprehensive textbook and reference recognises marketing as the key to the success of ecologically sound products.
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.
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