Sustainability Marketing – A Global Perspective 2e

<p>Preface to Second Edition xi</p>
<p>Preface to First Edition xiii</p>
<p>PART I Understanding Sustainability and Marketing 1</p>
<p>1 Marketing in the Twenty–First Century 3</p>
<p>A Very Short History of the World 5</p>
<p>The Twentieth Century: The Century that Transformed the World 6</p>
<p>Challenges for the Twenty–First Century 7</p>
<p>Sustainable Development 10</p>
<p>The Evolution of Marketing Thought 13</p>
<p>Beyond Modern Marketing 14</p>
<p>2 Framing Sustainability Marketing 21</p>
<p>Marketing in Context 23</p>
<p>Elements of Sustainability Marketing 29</p>
<p>Corporate Context: Corporate Social Responsibility 31</p>
<p>Ethical Context 35</p>
<p>Socio–Political Context 37</p>
<p>Global Context 38</p>
<p>PART II Developing Sustainability Marketing Opportunities 49</p>
<p>3 Socio–Ecological Problems 51</p>
<p>Socio–Ecological Problems on a Macro Level 53</p>
<p>Socio–Ecological Impact of Products on a Micro Level 61</p>
<p>4 Sustainable Consumer Behaviour 77</p>
<p>Sustainability and Consumption 79</p>
<p>The Consumption Process 83</p>
<p>Understanding Sustainable Consumer Behaviour 86</p>
<p>Sustainable Consumption in Context 92</p>
<p>So Who Is the Sustainable Consumer? 98</p>
<p>Harnessing Sustainable Consumer Behaviour 103</p>
<p>PART III Developing Sustainability Marketing Standards and Strategies 115</p>
<p>5 Sustainability Marketing Values and Objectives 117</p>
<p>Sustainability Marketing: Challenging Basic Assumptions 119</p>
<p>Sustainability Marketing Values: Brand Ethos 124</p>
<p>Sustainability Marketing Objectives: The Triple Bottom Line 129</p>
<p>6 Sustainability Marketing Strategies 137</p>
<p>Marketing Strategy and Sustainability 140</p>
<p>Understanding the Marketing Environment 140</p>
<p>Developing a Sustainability Marketing Strategy 147</p>
<p>PART IV Developing the Sustainability Marketing Mix 171</p>
<p>7 Customer Solutions 173</p>
<p>Marketing Myopia 175</p>
<p>Customer (Pre–)Purchase Solutions 175</p>
<p>Customer Use Solutions 178</p>
<p>Customer Post–Use Solutions 182</p>
<p>Sustainability Branding 185</p>
<p>8 Communications 197</p>
<p>The Ambivalence of Communication 200</p>
<p>Sustainability Product Communication 203</p>
<p>Sustainability Corporate Communications 218</p>
<p>The Consumer as Communicator 221</p>
<p>9 Customer Cost 231</p>
<p>Total Customer Cost: The Consumer Perspective 233</p>
<p>Total Customer Cost: The Marketer Perspective 236</p>
<p>The Nature of Price Systems 247</p>
<p>10 Convenience 255</p>
<p>Consumption and Convenience 257</p>
<p>Convenience in Purchase 259</p>
<p>Convenience in Use 266</p>
<p>Convenience in Post–Use 267</p>
<p>Online Convenience 269</p>
<p>PART V Developing the Future of Sustainability Marketing 275</p>
<p>11 Sustainability Marketing Transformations 277</p>
<p>Sustainability Marketing Transformation: The Inside–Out Perspective 279</p>
<p>Corporate Transformations 281</p>
<p>Market Transformations 284</p>
<p>Political Transformations 287</p>
<p>Social Transformations 288</p>
<p>Sustainability Marketing Transformations: Possibilities and Problems 291</p>
<p>12 Reframing Sustainability Marketing 299</p>
<p>Thinking Again about Sustainability Marketing 301</p>
<p>Social Marketing and Sustainability 303</p>
<p>Towards a More Sustainable Economy 306</p>
<p>From Sustainability Micromarketing to Sustainability Macromarketing 310</p>
<p>Towards a Prosperous One Planet Society 313</p>
<p>Conclusions: A Final Rethink 314</p>
<p>Index 319</p>