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Sustainable marketing : managerial-ecological issues /
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 represent...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks, Calif. :
Sage Publications,
©1999.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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 [to] products [to] consumption [to] 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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| Descripción Física: | 1 online resource (xi, 395 pages) : illustrations |
| Bibliografía: | Includes bibliographical references (pages 363-380) and index. |
| ISBN: | 9781452221328 1452221324 9781452220611 1452220611 |