Binding: Paperback
Description: 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 SD Gs. 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 Power Point lecture slides and a multiple choice questions section.
Title: Sustainable Marketing Planning
Author(s): Richardson Neil
Publisher: Taylor & Francis Ltd
Barcode: 9781032561721
Pages: 284 Pages, 58 Tables, Black And White; 57 Line Drawings, Black And White; 57 Illustrations, Black An
Publication Date: 4/16/2024
Category: Sustainability