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Sustainable Marketing Planning de Neil Richardson

Sustainable Marketing Planning

Autor Neil Richardson
en Limba Engleză Paperback – 16 apr 2024
This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans.
Showing how to embed sustainability in these plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed. The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing. The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs. It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly.
Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations.
Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section.
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Specificații

ISBN-13: 9781032561721
ISBN-10: 1032561726
Pagini: 298
Ilustrații: 114
Dimensiuni: 174 x 246 x 17 mm
Greutate: 1.21 kg
Ediția:2
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Cuprins

Introduction Chapter 1: Sustainability and Sustainable Development (SD). Chapter 2: Critical Thinking and Marketing. Chapter 3: Sustainable Buyer Behaviour. Chapter 4: The Marketing Mix. Chapter 5: Sustainable Marketing (SM) Planning. Chapter 6: Internal Marketing (IM). Chapter 7: Relationship Marketing and Loyalty. Chapter 8: Themes. 

Notă biografică

Neil Richardson is an experienced marketing/business practitioner with substantial private sector experience, working for (and with) world-class companies and as a director of a social enterprise and other SMEs. Since 2005, Neil has taught Leeds Business School undergraduate, postgraduate and professional students. He now focuses on driving sustainability into the curriculum, is the lead academic in (sustainable marketing) research funding bids and supervises several doctoral tutees.

Descriere

This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans.

Recenzii

"Students get it. In the NUS sustainability skills surveys the vast majority of students wanted to see sustainability skills effectively engaged in the curriculum. They understand that the philosophy and practice of sustainability must be at the heart of employability. In this important book Neil Richardson steps up to the plate. It is a textbook and much more, engaging the philosophy of sustainability, its practice in management and marketing, and how to effectively communicate a realistic vision. It builds bridges between the intellect and practice, focused in the core skills of responsibility, in leadership and enterprise. It is a book that will challenge you, student, academic or practitioner, to walk the talk… and shows how to take those steps with competence and confidence." – Professor Simon Robinson, Director of the Research Centre for Governance, Leadership and Global Responsibility, Leeds Business School, UK
"Sustainable Marketing Planning is a remarkable book for remarkable times. School children are striking and harnessing social media to push society to tackle climate change. Neil Richardson's excellent book provides the vision, framework, evidence and tools for managers and students to succeed in a world where sustainable marketing planning is core to innovative companies." – Professor William Young, Professor at the Sustainable Research Institute, University of Leeds, UK
"This is one of the very few marketing textbooks (if not the only) that combines both strategy and marketing planning with sustainability as a key strategic consideration. Neil’s book is built on very strong theoretical foundations based on an extensive review of key theories, literatures, academic debates and previous studies as well as Neil’s own research and many years of practical experience. As a result, this book provides both practical and strategic insights, adapts many traditional models and frameworks to include the sustainability dimension, and makes students, practitioners, entrepreneurs and academics see marketing planning through a different lens. It is really refreshing to see a textbook that provides practical insights and at the same time is underpinned with academic rigour and evidence based arguments." – Professor George Lodorfos, Dean of Leeds Business School, UK