Details

Marketing for Sustainable Development


Marketing for Sustainable Development

Rethinking Consumption Models
1. Aufl.

von: Sihem Dekhili

126,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 19.11.2021
ISBN/EAN: 9781119882152
Sprache: englisch
Anzahl Seiten: 336

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

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. <br /><br />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.
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.

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