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.

New Decision Boundaries: The Product System Life Cycle

New decision boundaries: The product system life cycle

One of the major lessons of ecology is that we live in a very interconnected world in which, to quote Commoner (1972), “Everything is connected to everything else” (p. 29). This means that environmental impact (I) is an eclectic phenomenon that results from the collective actions of many people and organizations, each of which has a role to play in maintaining ecosystems quality. It follows that to develop an understanding of ecosystems impact and the associated eco-costs of product systems, as well as to craft appropriate sustainable responses, marketing decision makers must revise traditional decision boundaries to include a much broader range of organizations and activities than usually is associated ...

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