Marketing for Sustainable Development: Rethinking Consumption Models - Couverture rigide

Couverture rigide

ISBN 10 : 1789450365 ISBN 13 : 9781789450361

Editeur : ISTE Ltd, 2022

Synopsis

Many people see a weak association between marketing and sustainable development and even consider them as two incompatible fields. However, marketing benefits from an extremely powerful position to encourage transformations at the production level and to guide consumers towards responsible behaviors. From its inception, marketing has been positioned as a support for the relationship between the company and its customers, with the quest for well-being set in the very foundations of the discipline.

In a context that is marked by crises and much skepticism, marketing today should, more than ever, prove that it acts in good faith. This book offers practitioners, public authorities, professors and students illustrations that demonstrate that the dissemination of sustainable practices is indeed a marketing issue. It argues that it is particularly important not only to overcome the divide between the concepts of marketing and sustainability, but also to use marketing tools and frameworks to support sustainable development and strengthen the green market.

A propos du livre

À propos de l?auteur

Sihem Dekhili is a researcher in marketing at the BETA-CNRS laboratory at the University of Strasbourg, France. Her research focuses on responsible consumption, with topics related to eco-labeling, green communication, fair price and ethical fashion.

Détails de l'édition

• Éditeur: ISTE Ltd
• Date d'édition: 2022
• Langue: anglais
• ISBN 10: 1789450365
• ISBN 13: 9781789450361
• Reliure: Relié
• Nombre de pages: 336
• Éditeur: Dekhili Sihem
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible