Sustainable marketing in principle and practice
Date
2013
Authors
Sharp, A.
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Wells, G.
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Book chapter
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Source details - Title: Sustainable business: theory and practice of business under sustainability principles, 2013 / Wells, G. (ed./s), Ch.6, pp.108-119
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Abstract
This chapter looks at what ‘sustainable marketing’ means for an organization, with particular focus on its implementation at the brand level. Drawing upon current scientific knowledge of consumer behaviour, the chapter examines what marketers can realistically expect in the way of consumer response to an organization’s sustainable marketing efforts. The challenge of how best to communicate organizational sustainability efforts is discussed and the risks of not responding to consumer demand for more sustainable offerings are highlighted.
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Copyright 2013 Geoffrey Wells