Sustainable Marketing: Strategic Marketing for People, Planet and Profit

Today’s consumers are more attuned to social and environmental issues than ever before. An increasing number of consumers are eager to show loyalty to brands that enhance their societal and environmental impact. In response, sustainable marketing strategies have emerged as powerful tools for brands seeking to align with the values of socially and environmentally conscious consumers. Sustainable marketing aims to give back to society and the environment, so that the societal and environmental goals of a brand can underpin its commercial competitive advantage. In this context, a sustainable marketer’s mission is to apply marketing principles to create value for the triple bottom line, namely People, Planet, and Profit, while inspiring consumers and other stakeholders, eyeing on reinforcing diversity, equity, and inclusion of our global community for shared sustainable development.

Adopting a strategic view, each chapter of this core sustainable marketing textbook clarifies the application of different cross-disciplinary and cross-functional business theories to demonstrate how marketers can create value for People, Planet, and Profit. The traditional, contemporary, and embryonic marketing principles and their applications are discussed in a simplified manner; these are supported by practical case studies to exhibit how sustainable marketers can:

-Contribute to addressing the grand challenges associated with climate change, economic instability, geo-political uncertainty, and inequity, while underpinning their profit-making ventures responsibly.
-Contribute to the global pursuit of the 17 United Nations’ Sustainable Development Goals (SDGs).

To nurture your learning experience, each chapter presents a Preliminary Vignette,
Manager’s Corners, (Sustainable) Marketing in Action, Web Exercises, Review Questions, Discussion Questions, and Multiple-Choice Questions. This core textbook serves as an essential resource, empowering and inspiring the next generation of sustainable marketers. It prepares you to pursue your career goals with a commitment to fostering a positive and sustainable impact on society, the environment, the economy, organizations, and yourselves.