Cargando…
Sustainable marketing planning /
"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 whilst observing recognisably sustainable practices. Companies must now align their values with customers who increa...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2020.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | EBOOKCENTRAL_on1105735183 | ||
| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 190620s2020 enk ob 001 0 eng | ||
| 010 | |a 2019025794 | ||
| 040 | |a DLC |b eng |e rda |c DLC |d OCLCF |d YDX |d TYFRS |d EBLCP |d UKAHL |d ZCU |d N$T |d DLC |d OCLCO |d OCLCA |d OCLCO |d K6U |d OCLCQ |d SFB |d OCLCQ |d OCLCO |d OCLCQ |d OCLCL | ||
| 020 | |a 9780429399114 |q (ebk) | ||
| 020 | |a 0429399111 | ||
| 020 | |z 9780367025205 |q (hbk) | ||
| 020 | |z 9780367025212 |q (pbk) | ||
| 020 | |a 9780429678141 |q (electronic bk. ; |q PDF) | ||
| 020 | |a 0429678142 |q (electronic bk. ; |q PDF) | ||
| 020 | |a 9780429678127 |q (electronic bk. ; |q Mobipocket) | ||
| 020 | |a 0429678126 |q (electronic bk. ; |q Mobipocket) | ||
| 020 | |a 9780429678134 |q (electronic bk. ; |q EPUB) | ||
| 020 | |a 0429678134 |q (electronic bk. ; |q EPUB) | ||
| 029 | 1 | |a AU@ |b 000065822386 | |
| 029 | 1 | |a AU@ |b 000070338394 | |
| 035 | |a (OCoLC)1105735183 | ||
| 037 | |a 9780429399114 |b Taylor & Francis | ||
| 042 | |a pcc | ||
| 050 | 0 | 0 | |a HF5413 |
| 072 | 7 | |a BUS |x 043000 |2 bisacsh | |
| 072 | 7 | |a KJS |2 bicssc | |
| 082 | 0 | 0 | |a 658.8/02 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Richardson, Neil Andre Asselbroug, |e author. | |
| 245 | 1 | 0 | |a Sustainable marketing planning / |c Neil Richardson. |
| 264 | 1 | |a Abingdon, Oxon ; |a New York, NY : |b Routledge, |c 2020. | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b n |2 rdamedia | ||
| 338 | |a online resource |b nc |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "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 whilst observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek products and services that are people- and planet-friendly. 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 whilst being encouraged to reflect on 'Why'. 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 MCQ sections are provided for each chapter as electronic resources. Reflecting on 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"-- |c Provided by publisher. | ||
| 588 | |a Description based on print version record and CIP data provided by publisher. | ||
| 505 | 0 | |a Cover; Half Title; Title; Copyright; Contents; List of figures; Introduction; 1 Why Sustainable Marketing?; Marketing -- a definition; 1.1 Sustainable marketing and its influences; Sustainability -- a historical perspective; Stakeholder theory; Strong stakeholder theory versus weak stakeholder theory; Friedman versus Freeman; Corporate Social Responsibility (CSR); Wicked problems; Social Marketing; Defining sustainability; Sustainability and business; Sustainable Marketing; 1.2 Sustainability ... the new organisational orientation; Market orientation -- a definition | |
| 505 | 8 | |a Benefits of adopting a market orientation1.3 Critical marketing; Corporate Social Irresponsibility (CSI); Identity; The negative side of loyalty; Myths perpetuated by (or about) marketers; 1.4 Corporate values versus customer-centric values; Corporate values; The Value Proposition (VP); Consumer values; Co-creating value; 1.5 The sustainable consumer and buyer behaviour; Norms; The elusive sustainable consumer; The consumer (B2C) Decision-Making Process (DMP); Individual internal human influences; Other human factors; Consumer purchasing scenarios; The planet and the consumer DMP | |
| 505 | 8 | |a Organisational buying behaviour ... the B2B marketInfluences on business buyers; 1.6 Sustainable marketing research; Cognitive processing ... or chunking; Areas of marketing research; Market research and the sales department; Academic research; Higher concepts; The research process; The research question (RQ); Research objectives (ROs); The research plan; Topic guide; Primary data versus secondary data; Data collection; Questionnaires; Questionnaire validity; Pilot questionnaires; Sources of questionnaire bias; Problems with green questionnaires; Focus groups; Interviews; Analysis | |
| 505 | 8 | |a Presenting findingsMobile research; Marketing agencies; Barriers to effective research; 1.7 Systems and customer centricity; The five planets theory; Economic systems; Organisational systems; The Marketing Information System (MkIS); CRM; 2 The Marketing Mix; 2.1 Communications (aka marcomms); Noise; Word of Mouth (WoM); Push, pull and profile strategies; The Comms Mix; Advertising; Public Relations (PR); Integrated Marketing Communications (IMC); Digital platforms; The use of Communications Agencies; Measuring Marcomms; 2.2 Convenience (aka place); Marketing channels | |
| 505 | 8 | |a The use of intermediariesBrick and/or click; Market coverage; Distribution logistics; Sustainable distribution; 2.3 Customer Benefits (aka Product); Anatomy of a product; Classifying goods; The Product Portfolio; Product Life Cycle (PLC); The PLC as a coordinating tool; The Product Adoption Curve (aka the diffusion curve); New Product Development (NPD); The NPD process; Barriers to good NPD; Developing sustainable products; Choice editing; 2.4 Cost to consumers (aka Price); Pricing perspectives; Pricing techniques; Technology and pricing; Vouchers and cashback; Sustainable pricing | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Green marketing. | |
| 650 | 0 | |a Consumption (Economics) |x Environmental aspects. | |
| 650 | 0 | |a Social responsibility of business. | |
| 650 | 6 | |a Marketing vert. | |
| 650 | 6 | |a Entreprises |x Responsabilité sociale. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Consumption (Economics) |x Environmental aspects |2 fast | |
| 650 | 7 | |a Green marketing |2 fast | |
| 650 | 7 | |a Social responsibility of business |2 fast | |
| 758 | |i has work: |a Sustainable marketing planning (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFFcWQ6HqPb3RcmBJfG6Td |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Richardson, Neil, 1963 January 25- |t Sustainable marketing planning |d New York : Routledge, 2019. |z 9780367025205 |w (DLC) 2019025793 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=5963828 |z Texto completo |
| 938 | |a EBSCOhost |b EBSC |n 2282194 | ||
| 938 | |a YBP Library Services |b YANK |n 16513477 | ||
| 938 | |a YBP Library Services |b YANK |n 16307210 | ||
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL5963828 | ||
| 938 | |a Askews and Holts Library Services |b ASKH |n AH36403117 | ||
| 994 | |a 92 |b IZTAP | ||