Sustainable Marketing Planning

ISBN-13: 9781032561721 / Angielski / Miękka / 2024 / 272 str.

Neil Richardson

Opis

This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans.

Spis treści

Chapter 1: Sustainability and Sustainable Development. Chapter 2: Critical Thinking and Marketing. Chapter 3: Sustainable Buyer Behaviour. Chapter 4: The Marketing Mix. Chapter 5: Sustainable Marketing (SM) Planning. Chapter 6: Internal Marketing (IM). Chapter 7: Relationship Marketing and Marketing Loyalty. Chapter 8: Themes. 

O autorze

Dr Neil Richardson is an experienced marketing/business practitioner with substantial private sector experience, working for (and with) world-class companies and as a Director of a social enterprise and other SMEs. Since 2005, Neil has taught Leeds Business School undergraduate, postgraduate and professional students. He now focuses on driving sustainability into the curriculum, is the Lead Academic in (Sustainable Marketing) research funding bids and supervises several Doctoral Tutees.