Sustainable Marketing Strategies - by Gillian Wilson

About the Book

With this postgraduate textbook, learn how to critically analyse how sustainable a company's communications and brand is, and how to create a sustainable marketing plan.

Book Synopsis

Understand how to both examine and integrate sustainability into brand strategies, through analysing the context, the industry and the brand with Sustainable Marketing Strategies.

This comprehensive textbook is ideal for postgraduate students and takes marketing students through the theory and practical insights needed to understand sustainable and responsible marketing. In the past, marketing has contributed to unsustainable business practices, but in this current climate, marketing can also be the solution to a more sustainable future.

Students will gain a deeper understanding of sustainable marketing, while also learning how to critique, create and implement a sustainable marketing strategy by using the book's easy-to-follow framework. This textbook includes:

- The Sustainable Marketing Mix

- Environmental and social marketing and communications

- Sustainable Marketing Metrics

- Making sustainability marketing engaging to the consumer

As well as various real-world examples from Tony Chocolonely, Levi's Jeans and Unilever, this book is also supported by learning outcomes, exercise questions and a glossary to enhance understanding of the practical applications. In-text resources include a glossary, learning outcomes and exercise questions, and online resources include PowerPoint slides for lecturers, and an instructor's manual. This textbook is for any student looking to understand sustainability marketing.

About the Author

Gillian Wilson is a professor in Sustainable Marketing, based in IE University, Spain, and also lecturers at Porto Business School, Portugal. She is also a consultant in Sustainable Marketing, with an extensive international career of 25 years from in-house positions in multinational corporations to agency, consulting and academia. Her early career involved trade and marketing positions in companies such as Kellogg's, Heineken and NH Hotels.