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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 |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2020.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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
- 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
- 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
- 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
- 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