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.
In his landmark treatise on sustainability, The Ecology of Commerce, Hawken (1993) offers this observation:
I believe customers and buyers are getting incomplete information because markets do not convey the true costs of purchases. When customers start receiving proper information—the whole story—things will change. (p. 81) …The economics of restoration rests on the premise that people, if given honest information, not only about price, but about cost, will make intelligent and appropriate decisions that will improve both their own lives and the life around them. (p. 155)
By “incomplete information,” Hawken is referring to the continuing distortion of the market mechanism caused by the exclusion, or understatement, of eco-costs in the unit cost structures of products. This practice leads to the setting of unrealistic ...