The new and extended Second Edition of the awardwinning textbook Sustainability Marketing: A Global Perspective provides a sustainabilityoriented vision of marketing for the twentyfirst century.
Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.
The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic stepbystep approach.
The steps involve an analysis of socioenvironmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumeroriented sustainability marketing mix to replace the outmoded and produceroriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society.
Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.
A comprehensive package of supplementary materials for this text is available at www.
wiley.
com/college/belz.
View the authors blog at: www.
sustainabilitymarketing.
com
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