• Summary
  • Contents
  • Subject index

There has long been a gap for a text that bridges the fundamental ecological issues facing society and modern marketing. This is that text. Following an ecological imperative, Fuller, explores the reasons for studying sustainable marketing in 8 key chapters which encompass strategy, products, channel networks, Communications, pricing and market development. At a time when one is looking at global warming, hydrocarbon taxes, air and water pollution and increased incidences of respiratory diseases this is a very opportune text. In the UK, BAA have just launched a sustainable company strategy for its business and this is the book that outlines what that approach means for the modern marketer.

Sustainable Marketing: An Overview
Sustainable marketing: An overview

During humankind's recorded history, extensive and sophisticated consumption systems have evolved to meet the needs of the earth's human population. When the population was small, the activities involved in providing the food, clothing, housing, and other products (goods and services) demanded by people left virtually no “footprint” of pollution in the air or on the land, freshwater bodies, or oceans. But with world population now estimated at approximately 6.0 billion and expected to surge to between 7.7 billion and 11.2 billion by the year 2050 (Robinson 1998:7), the damage inflicted by consumption on the earth's ecosystems has become a world-class issue. The question is, “How do we manage consumption processes to continue to meet the needs of people ...

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