Sustainable Marketing Planning

ISBN-13: 9780367025212 / Angielski / Miękka / 2019 / 272 str.

Neil Richardson

Opis

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 while observing recognisably sustainable practices.

Spis treści

Chapter 1: Why Sustainable Marketing?　 1.1 Sustainable Marketing and its influences　 1.2 Sustainability… the new organisational orientation　 1.3 Critical Marketing　 1.4 Corporate versus customer-centric values　 1.5　 The Sustainable Consumer and Buyer Behaviour　 1.6 Sustainable Marketing Research　 1.7 Systems and Customer-Centricity　 Chapter 2: The Marketing Mix　 2.1 Communications (aka marcomms)　 2.2 Convenience (aka Place)　 2.3 Customer benefits (aka Product)　 2.4 Cost to customers (aka Price)　 2.5 The Sustainable Services Mix (featuring People, Process and Presence)　 Chapter 3: Sustainable Marketing Planning　 3.1 Planning Frameworks　 3.2 Situation Review　 3.3 External Environmental Frameworks and Analysis　 3.4 Generating Useful SM Objectives　 3.5 Strategic SM Choices – Sustainable Segmentation, Targeting and Positioning　 3.6 Strategic SM Choices – Choosing a Strategy to Achieve SM Objectives　 3.7 Issues of Control and Measuring Value　 3.8 Barriers to Adopting Sustainable Marketing Planning　 Chapter 4: Themes Today and Tomorrow　 4.1 Relationship Marketing　 4.2 Internal Marketing　 4.3 Sustainable Entrepreneurship　 4.4 Sustainable Branding　 4.5 Global Sustainable Marketing　 4.6 Digital Marketing in the Sustainable Age　 4.7 SMEs and Micro-Enterprises　 4.8 Charities, Not-for-profit Marketing and Third Sector Organisations

O autorze

Neil Richardson is the course director for postgraduate marketing programmes for Leeds Business School, UK. He has extensive experience as an academic and practitioner, including working with world-class companies in sales, marketing and customer services. He has published several books and academic articles on sustainable marketing.