There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek people-friendly and planet-friendly products and services. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness.
With marketing planning absent from the current textbook offering, this book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown how to implement changes while being encouraged to reflect on why they are needed. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Finally, PowerPoint lecture slides and Multiple Choice Questions sections are provided for each chapter as electronic resources.
Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book should be core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations.
Table of Contents
Chapter 1: Why Sustainable Marketing? 1.1 Sustainable Marketing and its influences 1.2 Sustainability… the new organisational orientation 1.3 Critical Marketing 1.4 Corporate versus customer-centric values 1.5 The Sustainable Consumer and Buyer Behaviour 1.6 Sustainable Marketing Research 1.7 Systems and Customer-Centricity Chapter 2: The Marketing Mix 2.1 Communications (aka marcomms) 2.2 Convenience (aka Place) 2.3 Customer benefits (aka Product) 2.4 Cost to customers (aka Price) 2.5 The Sustainable Services Mix (featuring People, Process and Presence) Chapter 3: Sustainable Marketing Planning 3.1 Planning Frameworks 3.2 Situation Review 3.3 External Environmental Frameworks and Analysis 3.4 Generating Useful SM Objectives 3.5 Strategic SM Choices – Sustainable Segmentation, Targeting and Positioning 3.6 Strategic SM Choices – Choosing a Strategy to Achieve SM Objectives 3.7 Issues of Control and Measuring Value 3.8 Barriers to Adopting Sustainable Marketing Planning Chapter 4: Themes Today and Tomorrow 4.1 Relationship Marketing 4.2 Internal Marketing 4.3 Sustainable Entrepreneurship 4.4 Sustainable Branding 4.5 Global Sustainable Marketing 4.6 Digital Marketing in the Sustainable Age 4.7 SMEs and Micro-Enterprises 4.8 Charities, Not-for-profit Marketing and Third Sector Organisations
Neil Richardson is the course director for postgraduate marketing programmes for Leeds Business School, UK. He has extensive experience as an academic and practitioner, including working with world-class companies in sales, marketing and customer services. He has published several books and academic articles on sustainable marketing.
"Students get it. In the NUS sustainability skills surveys the vast majority of students wanted to see sustainability skills effectively engaged in the curriculum. They understand that the philosophy and practice of sustainability must be at the heart of employability. In this important book Neil Richardson steps up to the plate. It is a textbook and much more, engaging the philosophy of sustainability, its practice in management and marketing, and how to effectively communicate a realistic vision. It builds bridges between the intellect and practice, focused in the core skills of responsibility, in leadership and enterprise. It is a book that will challenge you, student, academic or practitioner, to walk the talk… and shows how to take those steps with competence and confidence." – Professor Simon Robinson, Director of the Research Centre for Governance, Leadership and Global Responsibility, Leeds Business School, UK
"Sustainable Marketing Planning is a remarkable book for remarkable times. School children are striking and harnessing social media to push society to tackle climate change. Neil Richardson's excellent book provides the vision, framework, evidence and tools for managers and students to succeed in a world where sustainable marketing planning is core to innovative companies." – Professor William Young, Professor at the Sustainable Research Institute, University of Leeds, UK
"This is one of the very few marketing textbooks (if not the only) that combines both strategy and marketing planning with sustainability as a key strategic consideration. Neil’s book is built on very strong theoretical foundations based on an extensive review of key theories, literatures, academic debates and previous studies as well as Neil’s own research and many years of practical experience. As a result, this book provides both practical and strategic insights, adapts many traditional models and frameworks to include the sustainability dimension, and makes students, practitioners, entrepreneurs and academics see marketing planning through a different lens. It is really refreshing to see a textbook that provides practical insights and at the same time is underpinned with academic rigour and evidence based arguments." – Professor George Lodorfos, Dean of Leeds Business School, UK