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Sustainability Marketing: A Global Perspective

Second Edition

Frank-Martin Belz

and

Ken Peattie

9781118490716

This edition first published 2012

Copyright 2012 Frank-Martin Belz and Ken Peattie

Copyright 2009 John Wiley & Sons, Ltd

Registered office

John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.

The right of Frank-Martin Belz and Ken Peattie to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

ISBN 978-1119-96619-7 (Paperback)

ISBN 978-1118-490723 (ebk)

ISBN 978-1118-490716 (ebk)

A catalogue record for this book is available from the British Library.

Set in 9/13pt Kuenstler 480 BT-Roman by Thomson Digital, India

Printed in UK by TJ International, Padstow, Cornwall

Front Matter

Contents

Preface to Second Edition

Preface to First Edition

PART I UNDERSTANDING SUSTAINABILITY AND MARKETING

CHAPTER 1 Marketing in the Twenty-First Century

CHAPTER 2 Framing Sustainability Marketing

PART II DEVELOPING SUSTAINABILITY MARKETING OPPORTUNITIES

CHAPTER 3 Socio-Ecological Problems

CHAPTER 4 Sustainable Consumer Behaviour

PART III DEVELOPING SUSTAINABILITY MARKETING STANDARDS AND STRATEGIES

CHAPTER 5 Sustainability Marketing Values and Objectives

CHAPTER 6 Sustainability Marketing Strategies

PART IV DEVELOPING THE SUSTAINABILITY MARKETING MIX

CHAPTER 7 Customer Solutions

CHAPTER 8 Communications

CHAPTER 9 Customer Cost

CHAPTER 10 Convenience

PART V DEVELOPING THE FUTURE OF SUSTAINABILITY MARKETING

CHAPTER 11 Sustainability Marketing Transformations

CHAPTER 12 Reframing Sustainability Marketing

Back Matter

Index

Front Matter

The authors would like to dedicate this book to their families, particularly Mirjam (Franks wife) and in memory of Ken and Sues son Mathew (19932012).

They would also like to dedicate it to all life on earth, from all the other people we share this planet with, down to the tiny microbes upon which all life depends.

Thank you!

Contents

Preface to Second Edition

Preface to First Edition

Contents

Understanding Sustainability and Marketing

Marketing in the Twenty-First Century

A Very Short History of the World

The Twentieth Century: The Century that Transformed the World

Challenges for the Twenty-First Century

Sustainable Development

The Evolution of Marketing Thought

Beyond Modern Marketing

Framing Sustainability Marketing

Marketing in Context

Elements of Sustainability Marketing

Corporate Context: Corporate Social Responsibility

Ethical Context

Socio-Political Context

Global Context

Developing Sustainability Marketing Opportunities

Socio-Ecological Problems

Socio-Ecological Problems on a Macro Level

Socio-Ecological Impact of Products on a Micro Level

Sustainable Consumer Behaviour

Sustainability and Consumption

The Consumption Process

Understanding Sustainable Consumer Behaviour

Sustainable Consumption in Context

So Who Is the Sustainable Consumer?

Harnessing Sustainable Consumer Behaviour

Developing Sustainability Marketing Standards and Strategies

Sustainability Marketing Values and Objectives

Sustainability Marketing: Challenging Basic Assumptions

Sustainability Marketing Values: Brand Ethos

Sustainability Marketing Objectives: The Triple Bottom Line

Sustainability Marketing Strategies

Marketing Strategy and Sustainability

Understanding the Marketing Environment

Developing a Sustainability Marketing Strategy

Developing the Sustainability Marketing Mix

Customer Solutions

Marketing Myopia

Customer (Pre-)Purchase Solutions

Customer Use Solutions

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