Module 19 - Sustainable Marketing: The New Paradigm
In the Spotlight
Figure 19.1 Sustainability marketing, which takes into account present consumers’ needs witho...
19.1 Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sustainable mar...
19.2 Traditional Marketing versus Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain how the partie...
19.3 The Benefits of Sustainable Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the various b...
19.4 Sustainable Marketing Principles
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the principles of...
19.5 Purpose-Driven Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Understand issues rela...
Chapter Summary
Sustainable marketing is an effort by companies to run their business to serve the customers of t...
Key Terms
consumer-oriented marketing marketing strategies focused on customer needs and solving their pro...
Applied Marketing Knowledge: Discussion Questions
1. If we agree with the notion that products and services of today should not harm people o...
Critical Thinking Exercises
1. Design a sustainability campaign. Select a product or service that is not currently sust...
Building Your Personal Brand
A workplace study by Blue Beyond Consulting shows that 8 in 10 employees say that it’s important ...
References
1. “Shaping the Sustainable Organization,” Accenture, accessed September 7, 2022, https://w...