ABSTRACT
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity.
Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals.
Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.
TABLE OF CONTENTS
part I|19 pages
Sustainable Consumer Culture
part II|36 pages
The New Consumption Patterns
chapter 2|18 pages
Towards Sustainable Practices during COVID-19
part III|35 pages
Green Marketing
chapter 5|15 pages
Green Marketing
part IV|37 pages
Post COVID – Marketing Values
part V|70 pages
Sustainable Opportunities
chapter 9|14 pages
Sustainability Consciousness
chapter 13|10 pages
Understanding Bullwhip Effects in Vegetable and Fish Supply Chain and Providing Sustainable Marketing Solutions
part VI|117 pages
Sustainable Business Strategy