MARC Record from marc_columbia

LEADER: 07161cam a2200685 i 4500
001 14755728
005 20220514233912.0
006 m o d
007 cr |||||||||||
008 190620s2020 enk ob 001 0 eng
010 $a 2019025794
035 $a(OCoLC)on1105735183
035 $a(NNC)14755728
040 $aDLC$beng$erda$cDLC$dOCLCF$dYDX$dTYFRS$dEBLCP$dUKAHL$dZCU$dN$T$dDLC$dOCLCO$dOCLCA$dOCLCO
020 $a9780429399114$q(ebk)
020 $a0429399111
020 $z9780367025205$q(hbk)
020 $z9780367025212$q(pbk)
020 $a9780429678141$q(electronic bk. ;$qPDF)
020 $a0429678142$q(electronic bk. ;$qPDF)
020 $a9780429678127$q(electronic bk. ;$qMobipocket)
020 $a0429678126$q(electronic bk. ;$qMobipocket)
020 $a9780429678134$q(electronic bk. ;$qEPUB)
020 $a0429678134$q(electronic bk. ;$qEPUB)
035 $a(OCoLC)1105735183
037 $a9780429399114$bTaylor & Francis
042 $apcc
050 00 $aHF5413
072 7 $aBUS$x043000$2bisacsh
072 7 $aKJS$2bicssc
082 00 $a658.8/02$223
049 $aZCUA
100 1 $aRichardson, Neil Andre Asselbroug,$eauthor.
245 10 $aSustainable marketing planning /$cNeil Richardson.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge,$c2020.
300 $a1 online resource
336 $atext$btxt$2rdacontent
337 $acomputer$bn$2rdamedia
338 $aonline resource$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
520 $a"There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business whilst observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek products and services that are people- and planet-friendly. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness. With Marketing Planning absent from the current textbook offering, this book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown 'How' to implement whilst being encouraged to reflect on 'Why'. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Finally, PowerPoint lecture slides and MCQ sections are provided for each chapter as electronic resources. Reflecting on contemporary themes and challenges at the cutting edge of business research and practice, this book should be core reading for advanced undergraduate and postgraduate students of Sustainable Marketing, Marketing Planning and Marketing Strategy, as well as professionals seeking to improve the competitive advantage of their organisations"--$cProvided by publisher.
588 $aDescription based on print version record and CIP data provided by publisher.
505 0 $aCover; Half Title; Title; Copyright; Contents; List of figures; Introduction; 1 Why Sustainable Marketing?; Marketing -- a definition; 1.1 Sustainable marketing and its influences; Sustainability -- a historical perspective; Stakeholder theory; Strong stakeholder theory versus weak stakeholder theory; Friedman versus Freeman; Corporate Social Responsibility (CSR); Wicked problems; Social Marketing; Defining sustainability; Sustainability and business; Sustainable Marketing; 1.2 Sustainability ... the new organisational orientation; Market orientation -- a definition
505 8 $aBenefits of adopting a market orientation1.3 Critical marketing; Corporate Social Irresponsibility (CSI); Identity; The negative side of loyalty; Myths perpetuated by (or about) marketers; 1.4 Corporate values versus customer-centric values; Corporate values; The Value Proposition (VP); Consumer values; Co-creating value; 1.5 The sustainable consumer and buyer behaviour; Norms; The elusive sustainable consumer; The consumer (B2C) Decision-Making Process (DMP); Individual internal human influences; Other human factors; Consumer purchasing scenarios; The planet and the consumer DMP
505 8 $aOrganisational buying behaviour ... the B2B marketInfluences on business buyers; 1.6 Sustainable marketing research; Cognitive processing ... or chunking; Areas of marketing research; Market research and the sales department; Academic research; Higher concepts; The research process; The research question (RQ); Research objectives (ROs); The research plan; Topic guide; Primary data versus secondary data; Data collection; Questionnaires; Questionnaire validity; Pilot questionnaires; Sources of questionnaire bias; Problems with green questionnaires; Focus groups; Interviews; Analysis
505 8 $aPresenting findingsMobile research; Marketing agencies; Barriers to effective research; 1.7 Systems and customer centricity; The five planets theory; Economic systems; Organisational systems; The Marketing Information System (MkIS); CRM; 2 The Marketing Mix; 2.1 Communications (aka marcomms); Noise; Word of Mouth (WoM); Push, pull and profile strategies; The Comms Mix; Advertising; Public Relations (PR); Integrated Marketing Communications (IMC); Digital platforms; The use of Communications Agencies; Measuring Marcomms; 2.2 Convenience (aka place); Marketing channels
505 8 $aThe use of intermediariesBrick and/or click; Market coverage; Distribution logistics; Sustainable distribution; 2.3 Customer Benefits (aka Product); Anatomy of a product; Classifying goods; The Product Portfolio; Product Life Cycle (PLC); The PLC as a coordinating tool; The Product Adoption Curve (aka the diffusion curve); New Product Development (NPD); The NPD process; Barriers to good NPD; Developing sustainable products; Choice editing; 2.4 Cost to consumers (aka Price); Pricing perspectives; Pricing techniques; Technology and pricing; Vouchers and cashback; Sustainable pricing
650 0 $aGreen marketing.
650 0 $aConsumption (Economics)$xEnvironmental aspects.
650 0 $aSocial responsibility of business.
650 6 $aMarketing vert.
650 6 $aEntreprises$xResponsabilité sociale.
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aConsumption (Economics)$xEnvironmental aspects.$2fast$0(OCoLC)fst00876458
650 7 $aGreen marketing.$2fast$0(OCoLC)fst00947617
650 7 $aSocial responsibility of business.$2fast$0(OCoLC)fst01122851
655 4 $aElectronic books.
776 08 $iPrint version:$aRichardson, Neil, 1963 January 25-$tSustainable marketing planning$dNew York : Routledge, 2019.$z9780367025205$w(DLC) 2019025793
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14755728$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS