Sustainable Marketing Planning - Softcover

Richardson, Neil

Softcover

ISBN 10: 0367025213 ISBN 13: 9780367025212

Verlag: Routledge, 2019

Inhaltsangabe

There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek people-friendly and planet-friendly products and services. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness.

With marketing planning absent from the current textbook offering, 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 strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown how to implement changes while being encouraged to reflect on why they are needed. 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. Finally, PowerPoint lecture slides and Multiple Choice Questions sections are provided for each chapter as electronic resources.

Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book should be 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.

Über diesen Titel

Über die Autorin bzw. den Autor

Neil Richardson is the course director for postgraduate marketing programmes for Leeds Business School, UK. He has extensive experience as an academic and practitioner, including working with world-class companies in sales, marketing and customer services. He has published several books and academic articles on sustainable marketing.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2019
• Sprache: Englisch
• ISBN 10: 0367025213
• ISBN 13: 9780367025212
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 286
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar