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.
Markets and Market Development
Markets and Market Development
Since the earliest days of commerce, the term market has come to signify the coming together of sellers of products and potential customers for the ultimate purpose of satisfying the wants and needs of both. In this exchange process, sellers strive to make a profit, whereas customers seek benefits through the products obtained. In the Western world, once simple products have blossomed into the unprecedented arrays of goods and services now available through supermarkets, convenience stores, department and specialty stores, banks, shopping malls, mail-order catalogs, automobile dealerships, health care institutions, and even universities—just to name a few. Under the free enterprise system, almost any imaginable variant is available somewhere. For example, the Disney Institute, a division of Walt ...
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