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 Strategies

Sustainable marketing strategies

Sustainable marketing is an extension of, not a radical departure from, traditional marketing management practice. Overall, the basic strategies presented here, pollution prevention (P2) and resource recovery (R2), should be viewed as logical responses to the need to develop production-consumption practices that preserve and enhance the ecosystems within which we live.

Framework for Sustainable Marketing Management

Developing a framework provides a convenient way in which to define and organize the various elements that make up and influence a process. In this case, it also reinforces the idea that the essence of marketing management is decision making, the outcome of which provides benefits to customers through products. Both traditional and sustainable marketers approach the decision-making task in the same way as a planning ...

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