Sustainable Marketing Strategies

Principles and Practices for Responsible and Ethical Marketing
1. Auflage 2026
ISBN: 978-1-3986-2265-4
Verlag: Kogan Page Ltd

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm

Explore how sustainability can be embedded into contemporary brand and marketing strategy. Sustainable Marketing Strategies by Gillian Wilson, provides postgraduate, MBA and upper-level undergraduate students with a clear and applied framework for understanding, critiquing and implementing sustainability within marketing practice. Designed for courses in ethical, responsible and sustainability marketing, this textbook aligns closely with class learning outcomes and contemporary curriculum needs.This textbook includes: - A clear framework for analysing and developing sustainable marketing strategies - Real-world examples from Tony's Chocolonely, Levi's and Unilever, to illustrate environmental and social marketing in practice - Learning objectives, discussion questions and applied exercises to support assessment - A glossary to support accessibility for international and multidisciplinary cohorts - Online resources including lecturer slides and an instructor's manual Using an accessible and structured framework, the book supports students in developing the skills to evaluate existing strategies and build credible, engaging sustainable marketing plans. It explores key themes including the sustainable marketing mix, environmental and social marketing communications, sustainability metrics and how brands can communicate sustainability in ways that resonate with consumers rather than alienate them. Whether supporting structured teaching or independent study, Sustainable Marketing Strategies equips students with the analytical tools and practical insight needed to engage critically with sustainability in contemporary marketing.

Autoren/Hrsg.

Wilson, Gillian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - ONE: The sustainability marketing context
• • Chapter - 01: The sustainability context;
  • Chapter - 02: The sustainable marketing context;
• Section - TWO: Sustainable marketing: Impact for people and planet;
• • Chapter - 03: Stages of the sustainable marketing journey;
  • Chapter - 04: What problems should brands solve?;
  • Chapter - 05: Solving issues through brand purpose;
  • Chapter - 06: What Impact does the brand have from a social and environmental perspective?;
• Section - THREE: Relevancy and engagement for consumers;
• • Chapter - 07: Making sustainability relevant to the consumer;
• Section - FOUR: Strategies that are meaningful and differentiating for the brand;
• • Chapter - 08: Sustainable marketing strategies;
  • Chapter - 09: The sustainable marketing mix;
• Section - FIVE: Honest, transparent and inclusive branding and marketing;
• • Chapter - 10: Communications;
  • Chapter - 11: Inclusivity and diversity in marketing;
  • Chapter - 12: Building a sustainable, authentic and transparent brand;
  • Chapter - 13: Measurement and KPIs;
  • Chapter - 14: The future of (sustainable) marketing

Über Autor(innen)

Gillian Wilson is Professor in Sustainable Marketing, based in IE University, Spain, and also lectures at Porto Business School, Portugal. She is also a consultant in sustainable marketing, with an extensive international career of 25 years from in-house positions in multinational corporations to agency, consulting and academia. Her early career involved trade and marketing positions in companies such as Kellogg's, Heineken and NH Hotels.