Sustainability Marketing: A Global Perspective, 2nd Edition

Preface to Second Edition xi     Preface to First Edition xiii     PART I Understanding Sustainability and Marketing 1     1 Marketing in the Twenty-First Century 3     A Very Short History of the World 5     The Twentieth Century: The Century that Transformed the World 6     Challenges for the Twenty-First Century 7     Sustainable Development 10     The Evolution of Marketing Thought 13     Beyond    Modern    Marketing 14     2 Framing Sustainability Marketing 21     Marketing in Context 23     Elements of Sustainability Marketing 29     Corporate Context: Corporate Social Responsibility 31     Ethical Context 35     Socio-Political Context 37     Global Context 38     PART II Developing Sustainability Marketing Opportunities 49     3 Socio-Ecological Problems 51     Socio-Ecological Problems on a Macro Level 53     Socio-Ecological Impact of Products on a Micro Level 61     4 Sustainable Consumer Behaviour 77     Sustainability and Consumption 79     The Consumption Process 83     Understanding Sustainable Consumer Behaviour 86     Sustainable Consumption in Context 92     So Who Is the Sustainable Consumer? 98     Harnessing Sustainable Consumer Behaviour 103     PART III Developing Sustainability Marketing Standards and Strategies 115     5 Sustainability Marketing Values and Objectives 117     Sustainability Marketing: Challenging Basic Assumptions 119     Sustainability Marketing Values: Brand Ethos 124     Sustainability Marketing Objectives: The Triple Bottom Line 129     6 Sustainability Marketing Strategies 137     Marketing Strategy and Sustainability 140     Understanding the Marketing Environment 140     Developing a Sustainability Marketing Strategy 147     PART IV Developing the Sustainability Marketing Mix 171     7 Customer Solutions 173     Marketing Myopia 175     Customer (Pre-)Purchase Solutions 175     Customer Use Solutions 178     Customer Post-Use Solutions 182     Sustainability Branding 185     8 Communications 197     The Ambivalence of Communication 200     Sustainability Product Communication 203     Sustainability Corporate Communications 218     The Consumer as Communicator 221     9 Customer Cost 231     Total Customer Cost: The Consumer Perspective 233     Total Customer Cost: The Marketer Perspective 236     The Nature of Price Systems 247     10 Convenience 255     Consumption and Convenience 257     Convenience in Purchase 259     Convenience in Use 266     Convenience in Post-Use 267     Online Convenience 269     PART V Developing the Future of Sustainability Marketing 275     11 Sustainability Marketing Transformations 277     Sustainability Marketing Transformation: The Inside-Out Perspective 279     Corporate Transformations 281     Market Transformations 284     Political Transformations 287     Social Transformations 288     Sustainability Marketing Transformations: Possibilities and Problems 291     12 Reframing Sustainability Marketing 299     Thinking Again about Sustainability Marketing 301     Social Marketing and Sustainability 303     Towards a More Sustainable Economy 306     From Sustainability Micromarketing to Sustainability Macromarketing 310     Towards a Prosperous    One Planet    Society 313     Conclusions: A Final Rethink 314     Index 319