Sustainable Marketing

SUSTAINABLE MARKETING, 2E provides a theoretically-based and managerially-relevant perspective on sustainable marketing. In order to make this book meaningful to current and future marketing managers, we have simultaneously striven to incorporate state-of-the-art examples of business practice. In each chapter, we have sought scenarios and examples of environmental issues that managers face today. Each chapter begins with a short vignette designed to illustrate current efforts to interact successfully with the environment. Nothing works quite as well as a good theory, and the application of theory provides great insight to managers. The examples are designed to illuminate theory and pique the reader s interest in the topic. Given the strong need to couch consumption within the ecosystem, the text investigates a number of theoretical approaches not typically incorporated into marketing textbooks. The treatment of the commerce-environment interface, for example, relies heavily on environmental perspectives accumulated by the United Nations (UN). The UN serves as a central clearinghouse for research in this vein, and it provides an opportunity to bring together logic developed within the natural sciences, social sciences, and industrial practice. We hope that this perspective is interesting and enlightening to the reader.