Navigating Marketing Decisions for Sustainable Growth

In a time when consumers are more eco-aware than ever, this book provides a clear framework for businesses to make marketing decisions that not only drive profitability but also positively impact the environment and society.

Through its demonstration of how companies can thrive by integrating sustainability into their core marketing strategies, it is designed for businesses who are looking to grow responsibly in emerging markets. Divided into two parts – ‘Consumer-Driven Marketing Strategy’ and ‘Purpose-Driven Marketing Strategy’—it emphasizes the importance of offering eco-friendly products, fostering meaningful local partnerships, and aligning marketing efforts with the values of conscious consumers. What makes this book unique is its focus on practical solutions tailored to emerging markets, where cultural, social, and environmental factors create both challenges and opportunities. Covering sectors like manufacturing and retail, it demonstrates how sustainability and smart marketing decisions can work together to drive long-term success. This is an essential resource for building a profitable, future-ready business aligned with global values.

Part of the Contemporary Management Practices series, this book will be useful to academics, research scholars, and industry practitioners who are interested in marketing, business strategy, sustainability, and environmental management, marketing management, sustainable business, consumer behaviour, business environment, strategic management, strategic marketing, and green marketing.

Justin Paul, who holds dual PhDs from the University of Brighton and IIT Bombay, is Chief Editor of the International Journal of Consumer Studies, a top global journal with a 10.0 Impact Factor. Ranked among the world’s top 92 highly cited scholars in Business & Economics (H-index 69), he teaches globally and has introduced influential frameworks such as Masstige, CPP, SCOPE, 7-P, and TCCM. Author of 180+ SSCI papers and bestselling books, his work has over 800,000 downloads.

Sunil Sahadev is Professor of Marketing and Responsible Enterprise at Sheffield Hallam University, UK. He holds a PhD from IIT Chennai and began his career at IIM Kozhikode. He has served at the University of Sheffield, University of Salford, and University of Brighton, and is a visiting faculty member at Vilnius University. A post-doctoral fellow from AIT Bangkok, he has published in leading journals, authored a widely used Sales and Distribution textbook, supervised 17 PhDs, and researches boundary spanning, digital marketing, and sustainability.

Dipak Saha is an experienced Professor of Marketing and Behavioral Leadership at the Institute of Engineering & Management and the University of Engineering & Management, Kolkata, with over 20 years of academic and corporate experience. He has published extensively in reputed journals and serves as Co-Editor of Perspectives in Marketing, Innovation & Strategy with Prof. Philip Kotler. A talent strategist and trainer in strategic decision-making, he received the AMP Academic Excellence Award (2020) and Research Excellence Award (2023). He is also Series Editor of the global Contemporary Management Practices series (Routledge).

Mrinal Kanti Das is an Assistant Professor in the Department of Commerce at Kanchrapara College, North 24 Parganas, West Bengal, India. He specializes in commerce and related fields, with a focus on research and teaching excellence. Dr. Das is committed to advancing academic knowledge, mentoring students, and contributing to scholarly research in commerce and management. His work integrates practical insights with theoretical frameworks, aiming to prepare students for both professional and academic success.