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UID:

Format: 1 online resource

ISBN: 9780429399114 , 0429399111 , 9780429678141 , 0429678142 , 9780429678127 , 0429678126 , 9780429678134 , 0429678134

Content: Cover; 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

Additional Edition: ISBN 9780367025205

Additional Edition: ISBN 9780367025212

Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 9780367025205

Language: English

URL: lizenzpflichtig

UID:

Format: 1 online resource (287 pages)

Edition: 1st ed.

ISBN: 9780367025205 , 9780429678141

Content: 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 while observing recognisably sustainable practices

Note: Cover -- 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 -- Benefits of adopting a market orientation -- 1.3 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 -- Organisational buying behaviour . . . the B2B market -- Influences 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 , 4.2 Internal Marketing (IM) -- Defining Internal Marketing (IM) -- Internal supplier-customer relationships -- Internal Marketing (IM) and the marketing mix -- IM and segmentation -- Benefits of Internal Marketing (IM) -- Key criticisms of Internal Marketing (IM) -- Practical steps towards implementing Internal Marketing (IM) -- Marketing's role in supporting the organisation's market orientation -- 4.3 Sustainable entrepreneurship -- Values, norms and sustainable entrepreneurs -- Sustainable entrepreneurs in the community -- Ownership and sustainable entrepreneurship -- Growth -- Environmental resilience -- 4.4 Sustainable branding -- Brand personalities -- Brand equity -- Brand positioning -- Brand communities -- Reputation -- 4.5 Global Sustainable Marketing -- Key factors in global marketing -- Foreign Direct Investment (FDI) -- Vulnerable states -- Global marketing and the Macro environments -- Increasing investment in Sustainable Development -- Sociocultural factors -- Gender balance -- Technology factors -- Global marketing and the Micro environments -- Global Marketing and the Marketing Mix -- Sustainable distribution -- 4.6 Digital marketing in the sustainable age -- Mobile -- The Internet of Things (IoT) -- Out of Home (OoH) -- Virtual Reality (VR) -- Augmented Reality (AR) -- Personalisation and customisation -- Digital marketing research -- Onsite versus offsite data -- Analytics -- Big Data -- Kelley's 3S approach: Search, Site and Social -- Listening -- 4.7 SMEs and micro-enterprises -- The Decision-Making Unit (DMU) -- SMEs and sustainability -- SMEs' sustainability barriers -- Tools and frameworks -- 4.8 Charities, not-for-profits and third-sector organisations -- Index , Analysis -- Presenting findings -- Mobile 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 -- The use of intermediaries -- Brick 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 -- 2.5 The Services Mix -- Services marketing versus marketing services -- Characteristics of services -- The extended marketing mix for services -- Service quality -- 3 Sustainable Marketing Planning -- Objectives, strategies and tactics -- 3.1 Planning frameworks -- Scenario planning -- Goal setting -- 3.2 Situation review -- Marketing audits -- The internal marketing environment -- Internal environment analysis tools -- McKinsey 7S framework -- Core Competence Framework -- Boston Control Group (BCG) matrix -- Directional Policy Matrices -- Value Chain Analysis (VCA) , The "Micro" marketing environment -- Communities and networks in the Micro environment -- Online communities -- Tribes -- Creating networks and communities -- Microenvironment analysis tools -- Porter's Five Forces -- 5Ms -- Mendelow grid -- Balanced Scorecard -- 3.3 External environmental frameworks and analysis -- The macro environment -- Identifying future trends -- Macro-frameworks -- Economics -- Politics -- Information -- Sociocultural -- Technology -- Legal -- GDPR -- Online GDPR -- Environment -- Reduce, recycle, repair, repurpose and reuse -- Ethical -- Issues with the environmental tools and frameworks -- The SWOT summary -- 3.4 Generating useful SM objectives -- TOWS analysis -- 3.5 Strategic SM choices (i) - Sustainable segmentation, targeting and positioning -- Segmentation -- Segments and sustainability -- Targeting -- Ethical targeting -- Positioning -- Sustainable positioning -- 3.6 Strategic SM choices (ii) - choosing a strategy to achieve SM objectives -- Schumpeter's Creative Destruction -- Mintzberg's deflected and realised strategies -- Strategy formulation -- Porter's Generic Strategies -- Ansoff -- Practical steps towards Sustainable Marketing (SM) -- 3.7 Issues of control and measuring value -- Key Performance Indicators (KPIs) -- 540-degree feedback -- Hard and soft controls -- Budget -- A sustainable marketing benchmarking framework -- 3.8 Barriers to adopting Sustainable Marketing Planning -- Focus -- Responsibility for ownership -- Shareholders -- Multiple stakeholder interests -- Short-termism -- Predominant sales orientation -- SMEs don't need to plan -- Crisis management -- Overcoming barriers to adoption -- 4 Marketing themes in the 21st century -- 4.1 Relationship Marketing (RM) -- Defining RM -- CRM and RM -- Loyalty -- Loyalty versus satisfaction -- Measuring and monitoring online loyalty -- Benefits of RM

Additional Edition: Print version Richardson, Neil Sustainable Marketing Planning Oxford : Taylor & Francis Group,c2019 ISBN 9780367025205

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

UID:

Format: 1 online resource

ISBN: 9780429399114 , 0429399111 , 9780429678141 , 0429678142 , 9780429678127 , 0429678126 , 9780429678134 , 0429678134

Content: "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"--

Note: Cover; 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 , Benefits 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 , Organisational 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 , Presenting 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 , The 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

Additional Edition: Print version: Richardson, Neil, 1963 January 25- Sustainable marketing planning New York : Routledge, 2019. ISBN 9780367025205

Language: English

Keywords: Electronic books. ; Electronic books.

URL: https://www.taylorfrancis.com/books/9780429399114

UID:

Format: 1 online resource (287 pages)

ISBN: 9780429678141 (e-book)

Additional Edition: Print version: Richardson, Neil. Sustainable marketing planning. London ; New York : Routledge, Taylor & Francis Group, c2020 ISBN 9780367025205

Language: English

Keywords: Electronic books.

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