Sustainable Marketing
A Value-based Approach
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Beschreibung
This textbook presents a structured, value-based approach to sustainable marketing, guiding readers through the sequential process of understanding, creating, communicating, and delivering sustainable customer value. It integrates theoretical foundations with practical applications, offering a comprehensive framework for embedding sustainability into marketing strategies. Through real-world case studies, conceptual models, and problem-based learning exercises, the book equips students and professionals with the tools to address environmental and social challenges in marketing. It emphasizes stakeholder perspectives, consumer behavior, sustainable product and price management, ethical communication, and relationship marketing. Designed for both academic and professional audiences, this resource supports critical thinking and strategic decision-making in the evolving field of sustainability-driven marketing.
Sustainable Marketing: A Value-Based Approach presents a comprehensive, strategically grounded framework for understanding and implementing sustainable marketing. Centered on the process of creating, communicating, and delivering sustainable customer value, it positions sustainability as a core driver of long-term competitive advantage. Dr. Dobromir Kirilov Stoyanov develops a value-based perspective that connects businesses, policymakers, and society in a shared effort to generate positive social and environmental impact.
The book addresses digital-age misinformation and skepticism, equipping readers with critical thinking tools to evaluate evidence and identify credible environmental information. It introduces the concept of five sustainability gaps in consumer behavior and examines sustainability across the marketing mix, including sustainable design, innovation, life-cycle assessment, ethical pricing models, transparent communication strategies, and trust-building frameworks for long-term customer relationships.
Practical tools, conceptual models, and teaching case studies make the material accessible and actionable for diverse audiences. This textbook is ideal for undergraduate and graduate students in marketing, business, or sustainability; professionals seeking to transition toward sustainable practices; educators in search of a contemporary sustainability text; and policymakers or NGO leaders exploring market-based sustainability solutions.
Systematically guides readers through each stage of sustainable marketing strategy Globally illustrates success with diverse real-world case studies Practically equips readers with tools for societal and business impact
Autor*in
Dobromir Kirilov Stoyanov
Themen in »Sustainable Marketing«
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