Social and Sustainability Marketing : A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science book cover
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Social and Sustainability Marketing
A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science



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ISBN 9780367553630
August 16, 2021 Forthcoming by Productivity Press
912 Pages 81 B/W Illustrations

 
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Book Description

Experts in the field of economics, management science, and particularly in the marketing domain, have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns. But, the level of existing literature and availability of teaching cases reflects a dearth of real case studies specially focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training next generation leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculum under the umbrella of different titles such as social marketing, green marketing, and sustainability marketing. The relevance of these studies are increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover few review articles for an overview of the recent developments in the study area. With these case studies, collection of questions, teaching materials, and real-life marketing scenarios, this book offers unique source of knowledge to marketing professionals, students, and educators across the world. . The main objective of this case book is to understand the applicability of marketing science (marketing for social good context; like social marketing, sustainability marketing) in internet marketing related to e-buying behaviour and e- WOM. In addition, it illustrates the various types of existing marketing practices that are relevant both from the theoretical and practical points of view in this electronic era as well as discuss other non-electronic marketing practices, and focus on the consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by the social marketing and the sustainability marketing, through both the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses. Essentially, this book helps practitioners to develop a critical understanding of the social marketing, sustainability marketing, and allied strategies used in marketing. The case studies presented focus on creating, communicating and delivering customer value to socially responsible consumers through various marketing strategies, processes and programs. By illustrating a range of actual marketing situations, this case studies help readers acquire the skills they need to make informed marketing decisions.

Table of Contents

ORGANIZATION OF THE BOOK

 

Section 1: An Overview of the Social and Sustainability Marketing: An Introduction

This section provides an overview of the knowledge domain and particularly emphasizes the importance of the study area.

  1. Empowering marketing organizations to create and reach socially responsible consumers for greater sustainability
  2. Professor Lim Weng Marc, Swinburne University of Technology Australia and Malaysia | [email protected]

    (SSM2020-02090)

    Section 2: Advances in Knowledge of Social & Sustainable Marketing (Original Research)

    This section presents selected original research to acquaint the readers with an up-to-date understanding of Social & Sustainable Marketing by providing diverse perspectives. It includes chosen models and theoretical frameworks that can be used as lenses to see through and critique current knowledge and practices.

    Understanding Sustainability Marketing

  3. The Sustainability Marketing Framework: A Tool for Teaching and Learning About Sustainability Marketing
  4. Al Rosenbloom, Dominican University River Forest, IL, USA |[email protected]

    (SSM2020-02071)

  5. Cascades: What is it and how did it reach sustainability in a highly competitive sector?
  6. Myriam Ertz, Université du Québec à Chicoutimi, Canada | [email protected]

    (SSM2020-02066)

  7. Sustainability Marketing and Sustainability in Contending for the Title and Position of the European Capital of Culture (ECoC)
  8. Ezeifekwuaba Tochukwu Benedict, University of Lagos, Nigeria and South America University, USA | [email protected]

    (SSM2020-02022)

  9. Cool branding for Indian Sustainable Fashion Brands
  10. Jasmeet Kaur, Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India |[email protected] ; Gursimranjit Singh, Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India |[email protected]

    (SSM2020-02057)

  11. Personal experience of sustainability practices and commitment towards corporate sustainability initiatives: Reflections of Sri Lankan marketing professionals
  12. Achchige Don Kokila Aruna Ranjith Kuruppu, University of Sri Jayewardenepura, Nugegoda, Sri Lanka |[email protected]; Withanage Dushan Chaminda Jayawickrama, University of Sri Jayewardenepura, Nugegoda, Sri Lanka |[email protected]

    (SSM2020-02067)

    Sustainable Consumption and Consumer Behavior

  13. Evolving Prosumer Identity in Sustainable Consumption: Deconstructing Consumer Identity
  14. Chamila Roshani Perera Swinburne University of Technology, Australia, Hawthorn |[email protected]; Chandana Rathnasiri Hewege, Swinburne University of Technology, Australia, Hawthorn | [email protected]

    (SSM2020-02052)

  15. Sustainable practices and responsible consumption by the hotel industry: The consumers’ perspective Dr. Srishti Agarwal, MIT World Peace University, Pune, Maharashtra, India |[email protected]; Dr. Neeti Kasliwal, IIRM-Institute of Rural Management, Jaipur Rajasthan, India |[email protected]
  16. (SSM2020-0205)

  17. How does sustainability affect consumer satisfaction in retailing?
  18. Antonio Marín García, Universitat de València, Tarongers Campus, Valencia, Spain | [email protected]; Irene Gil-Saura, Universitat de València, Tarongers Campus, Valencia, Spain | [email protected]; María-Eugenia Ruiz-Molina Universitat de València, Tarongers Campus, Valencia, Spain | [email protected]

    (SSM2020-02061)

  19. Bridging the Intention-Behaviour gap in second-hand clothing
  20. Elin Pedersén, Jönköping International Business School (JIBS), JÖNKÖPING, Sweden | [email protected]; Amanda Persson, ,Jönköping International Business School (JIBS), JÖNKÖPING, Sweden | [email protected]; Adele Berndt, Jönköping International Business School (JIBS), JÖNKÖPING, Sweden | [email protected]

    (SSM2020-02048)

    Understanding Sharing economy and Marketing

  21. Sustainability Through Sharing Farm Equipment: A Research Agenda
  22. Priyanka Sharma, Indian Institute of Management, Lucknow, India |[email protected]

    (SSM2020-02059)

    Understanding Social Marketing

  23. Wroclaw: Transforming a city towards a circular economy- Zero waste social marketing campaign in Poland
  24. Dorota Bednarska-Olejniczak, Wroclaw University of Economics and Business Faculty of Business and Management Komandorska , Wroclaw, Poland |[email protected] ; Jaroslaw Olejniczak, Wroclaw University of Economics and Business Faculty of Economics and Finance Komandorska, Wroclaw, Poland |[email protected]

    (SSM2020-02063)

  25. Influencing sustainable food-related behaviour changes: a case study in Sydney, Australia
  26. Diana Bogueva*, Curtin University, Bentley, Australia | [email protected]; Dora Marinova, Curtin University, Bentley, Australia | [email protected]; Talia Raphaely, Curtin University, Bentley, Australia | [email protected]

    (SSM2020-02074)

    Harnessing the Power of Online Media

  27. Enforcing Brands to Be More Sustainable: The Power of Online Consumer Reviews
  28. Feyza Ağlargöz, Anadolu University, Eskişehir, Turkey |[email protected]

    (SSM2020-02050)

  29. Leveraging Social Media to create Socially Responsible Consumers
  30. Rishi, Bikramjit, Institute of Management Technology (IMT) Ghaziabad, India |[email protected]; Kuthuru, Neha Reddy, Shiv Nadar University Greater Noida, Uttar Pradesh, India |[email protected]

    (SSM2020-02046)

    Addressing Global Crises

  31. Management of Shocking Global Crises through using Public Marketing 4.0 within a Social Responsibility and Sustainability Approach
  32. Manuel Antonio Fernández-Villacañas Marín, M&M Planning and Project Management and Technical University of Madrid, Spain |[email protected]; Ignacio Fernández-Villacañas Marcos, Cranfield University, UK | [email protected]

    (SSM2020-02026)

    Understanding the Benefits of Sustainability Reporting Practices by Social Enterprises

  33. Assessing Sustainable Outcomes Of Reporting Practices By Social Enterprises
  34. Judith M. Herbst, Queensland University of Technology, Australia, Gardens Point Campus | [email protected]

    (SSM2020-02014)

    Safeguarding Against Unsocial and Irresponsible Customers

  35. Unsocial And Irresponsible Behaviour: What Happens When Customers Lie?
  36. GALAN – LADERO, M. Mercedes University of Extremadura, Spain | [email protected]; ROBSON, Julie, Bournemouth University, UK | [email protected]

    (SSM2020-02020)

     

    Section 3: Pedagogical Directions & Best Practices: Imparting Social & Sustainability Marketing Competencies

    This section discusses pedagogical approaches that can be employed by teachers and trainers in their classrooms or workplaces to effectively impart the social & Sustainability Marketing competencies.

  37. Case Method as an Effective Pedagogical Tool: Some Insights for Better Learning Outcomes for Social and Sustainability Marketing Educators
  38. Dr Chandana Hewege, Swinburne University of Technology Melbourne, Australia | [email protected]

    (SSM2020-02091)

    Section 4: Selected Case Studies to Reflect On Practice and use as learning tools

    The section is composed of long and short real life cases with varying degrees of complexity across sectors. These case studies come with discussion questions, teaching materials, real life social and sustainability scenarios, and activities that can be utilised by educators and trainers to develop relevant competencies of learners. These cases introduce learners to diverse social & sustainability marketing contexts and range of issues across several industries and countries.

    Case studies from Emerging Economies (short)

  39. From skin whitening to skin brightening and now, skin glowing: How L'Oréal sustains its skincare line from colourism and genderism to racism and classism
  40. Huey Fen Cheong, University of Malaya, Malaysia |[email protected], [email protected] ; Surinderpal Kaur, University of Malaya, Malaysia |[email protected]

    (SSM2020-02053)

  41. Fashion Accessory Brand Development via Upcycling of Throwaway Clothes – the Case of Chapputz
  42. Selcen Ozturkcan, Linnaeus University, Kalmar, Sweden and Sabancı University Istanbul, Turkey | [email protected], [email protected]

    (SSM2020-02049)

  43. Sustainable Marketing in China—the Case of Monmilk
  44. Ruizhi Yuan, Nottingham University Business School, University of Nottingham Ningbo, China |[email protected]; Yanyan Chen, Toulouse Business School, Toulouse, France |[email protected]

    (SSM2020-02036)

  45. Nurpu – Sustainable Handloom Weaving Society from India
  46. Sathyanarayanan Ramachandran, IFMR Graduate School of Business Krea University, Sri City, India | [email protected]; S. A. Senthil Kumar, Pondicherry University Karaikal Campus, Puducherry, India | [email protected]

    (SSM2020-02070)

  47. Social and sustainability marketing: Secure Meters - Dharohar case
  48. Dr. Kirti Mishra, Indian Institute of Management, Udaipur, India |[email protected]; Shivani Singhal, Head, Dharohar, Udaipur, India |[email protected]

    (SSM2020-0207)

    Case studies from Emerging Economies (complex and/or long)

  49. Saheli: The zero-side-effect pill Marketing of oral contraceptives in the context of sexual education to create socially responsible consumers
  50. Neharika Binani, Bennett University Greater Noida, Uttar Pradesh, India. | [email protected]; Anshika Singh, Bennett University Greater Noida, Uttar Pradesh, India | [email protected]; Palakh Jain, Bennett University Greater Noida, Uttar Pradesh, India | [email protected]

    (SSM2020-02024)

  51. Much Needed ‘Pad Man’ For Indian Females to be Dignified: A Case Study On Period Poverty
  52. Sneha Rajput, Prestige Institute of Management, Gwalior, India |[email protected]; Pooja Jain, Prestige Institute of Management, Gwalior, India | [email protected]

    (SSM2020-02017)

    Case studies from Developed Economies (short)

  53. Sustainability Marketing in the National Football League (NFL): The Case of the Philadelphia Eagles Jairo León-Quismondo, Universidad Europea de Madrid, Madrid, Spain | [email protected]
  54. (SSM2020-02056)

  55. Leave It: Upskilling a dog owning community
  56. Jessica A Harris, Sharyn Rundle-Thiele, Bo Pang, Patricia David & Tori Seydel, Social Marketing @ Griffith, Griffith University, Queensland, Australia |[email protected]

    (SSM2020-02016)

  57. Coexisting: The role of communications in improving attitudes towards wildlife
  58. Bo Pang, Social Marketing @ Griffith Centre at Griffith University Australia | [email protected]; Patricia David, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; Tori Seydel, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia; Sharyn Rundle-Thiele, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; Cathryn Dexter, Social Marketing @ Griffith Centre at Griffith University Australia |

    (SSM2020-02032)

  59. Closing the confidence gap in STEM – a social marketing approach to increase female retention
  60. Carina Roemer, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; Bo Pang, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia | [email protected]; Patricia David, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; Jeawon Kim, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; James Durl, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]; Sharyn Rundle-Thiele6, Griffith University, Social Marketing @ Griffith, QLD, 4111, Australia |[email protected]

    (SSM2020-02030)

  61. GlobalGiving and Performance Metrics
  62. Sivakumar Alur, VIT Business School, Vellore Institute of Technology, Vellore India |[email protected]

    (SSM2020-02068)

  63. Co-creating and marketing sustainable cities: urban travel mode choice and quality of living in the case of Vienna
  64. Tim Breitbarth, Swinburne University of Technology, Melbourne, Australia | [email protected]; David M. Herold, WU (Vienna University of Economics and Business), Vienna, Austria | [email protected]; Andrea Insch, University of Otago, Dunedin, New Zealand | [email protected]

    (SSM2020-02075)

    Case studies from Developed Economies (complex and/or long)

  65. Positioning A Company In The Chemical Industry As A Sustainability Driver
  66. Filipa Lanhas Oliveira, University of Porto, Portugal |[email protected]; João F. Proença, University of Porto, Portugal

    and University of Lisbon, Portugal |[email protected];

    (SSM2020-02038)

  67. Social and Sustainability Marketing and the Sharing economy in the Coffee Shop Culture: A Case Study of USEFULL
  68. Madhavi Venkatesan, Northeastern University Boston, Massachusetts |[email protected]

    (SSM2020-02054)

     

    Global Case studies

  69. Hilton Faces Greenwashing Challenge
  70. Jinsuh Tark, William F. Harrah College of Hospitality, University of Nevada, Las Vegas, Las Vegas, USA |[email protected]; Won-Yong Oh, Lee Business School, University of Nevada, Las Vegas, Las Vegas, NV 89154, USA |[email protected]

    (SSM2020-02060)

  71. MGM’s Dilemma in Responsible Gaming Program

Jinsuh Tark, William F. Harrah College of Hospitality, University of Nevada, Las Vegas, Las Vegas, USA |[email protected]; Won-Yong Oh, Lee Business School, University of Nevada, Las Vegas, Las Vegas, NV 89154, USA |[email protected]

(SSM2020-02064)

______________________________________________________________________________

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Author(s)

Biography

Jishnu Bhattacharyya received his engineering education from the Maulana Abul Kalam Azad University of Technology in West Bengal, India, where he earned a Bachelor of Technology in Electrical and Electronics Engineering. He holds a Master of Business Administration from the Indian Institute of Information Technology and Management Gwalior, India. Prior to the Ph.D., he has worked in a scientific research position at the Indian Institute of Technology (IIT) Delhi, India. Before moving to the University of Nottingham's Ph.D. in Marketing, he participated in research coursework at the Indian Institute of Management Kozhikode, India. He has also served as a visiting consultant (research) for a social science research project. In the past, he was engaged in short-term research projects at the IIT Indore, India, and the IIT Delhi, India, in the capacity of visiting students. With an interdisciplinary background, he is actively engaged in research and interested in marketing science.

He enjoys asking practically-motivated and theoretically-inspired questions along several inter-related research streams, including but not limited to sustainability communication, socially responsible consumption, social marketing, and disruptive technologies in Marketing, particularly Artificial Intelligence. He often takes inspiration from the natural sciences in marketing research. He is passionate about the value of integrating research into teaching and bringing positive social change through the art and science of marketing. He has won awards for his academic and research excellence, including the best paper award. He serves as a reviewer for many leading marketing and business management journals. He has co-edited two books, co-authored a book, and published journal articles and case studies.

 

Dr Manoj Kumar Dash has published more than 67 research paper in various journals of International and National repute. He is the author of five research books in International repute titled “Applying Predictive Analytics in Service Sector” , “Intelligent Techniques and Modeling Applications in Marketing Analytics”, and “Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing” all published in IGI Global USA , “Applied Demand Analysis” and “Think New-Think Better: A case study of Entrepreneurship” published by Serial publication India and two text book on “Managerial Economics” published by Global Professional Publication United Kingdom, and edited five books till date. Beside regular faculty in Indian Institute of Information technology and Management Gwalior, he is also visiting faculty in Indian Institute of Management Indore Adjunct faculty in Lancaster University United Kingdom, visiting professor at Symbiosis Institute of Operation Management Nashik and G D Goenka World institute Gurgaon. He had conducted 26 Faculty Development Pogremame sponsored by AICTE, MHRD and IIITM on Multivariate Analysis, Econometrics, Research Methodology, Multi-Criteria Optimisation, Multivariate analysis in Marketing, SPSS software etc. He delivered lecture as resource person and Key note speaker in 67 pogramme organised by reputed institute in India, i.e;, Indian Institute of Management Lucknow, IIITM Gwalior, ITS Mohan Nagar, SIOM Nashik, Utkal University and Berhampur University Orissa etc. He was involved as Chair Member in International Conference of Arts and Science held at Harvard University, Boston (USA), Five Research scholars awarded their Ph.D Degree under his able guidance, He visited two countries USA and Cyprus for presenting paper in international conferences. He can be reached by email at [email protected]

 

Dr. Chandana Hewege holds a PhD in Management from the Monash University, a Master of Business Administration Degree and a BSc.(Bus Admn) Honours Degree from the University of Sri J'pura, Sri Lanka. Chandana's academic and professional experiences are predominantly centered on teaching, research and industry consultancy. He has published about 45 referred research papers and referred conference papers. Chandana's academic research encompasses a wide spectrum of research areas such as corporate social responsibility, management controls of transitional economies, marketing, logistics, international business and research methodology. Chandana is accredited as a teacher in higher education by the Staff Education and Development Association, United Kingdom (SEDA, UK). He possesses about 20 years of teaching experience undergraduate and postgraduate, and local as well as overseas.

Chandana has won several awards for his academic and research excellence, including the best critical literature review award, Department of Management, Monash University; Emerald Literati Award-Social Responsibility Journal 2017; the Teaching Execellence Award by the Faculty of Business & Law, Swinburne University of Technology: the best reviewer 2007 award, Contemporary Management Research Journal; and the best student Gold Medal award, Department of Business Administration, University of Sri Jayewardenepura, Sri Lanka. Chandana served the Australian Business Deans Council (ABDC) journal ranking panel in 2013 for Marketing,Tourism, Logistics and commercial services research areas.