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Sustainable Enterprise: A Macromarketing Approach by Mark S. Peterson (Paperback, 2012)

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This book is appropriate for the following courses: - Sustainable Enterprise - Sustainable Business Practices - Sustainability - Marketing Society - Social Marketing Sustainable Enterprise goes beyond the internal firm strategies of micromarketing and the four Ps to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large. Features and Benefits: Chapters address key issues for marketing professionals in today's society such as marketing ethics, globalization, the greening of the marketplace, and social equity Mavericks Who Made It boxes highlight the success stories of marketers who have created sustainable business enterprises Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice.

Product Identifiers

Publisher
Sage Publications Inc
ISBN-13
9781412998680
eBay Product ID (ePID)
129181986

Product Key Features

Author
Mark S. Peterson
Publication Name
Sustainable Enterprise: a Macromarketing Approach
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2012
Type
Textbook
Number of Pages
560 Pages

Dimensions

Item Height
231mm
Item Width
187mm
Item Weight
740g

Additional Product Features

Title_Author
Mark S. Peterson
Country/Region of Manufacture
United States

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Sustainable Enterprise: A Macromarketing Approach by Mark S. Peterson (Paperback, 2012)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Polyvagal Exercises for Safety and Connection: 50 Client-Centered Practices by Deb Dana (Paperback, 2020)

Save on Adult Learning & University

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Michael Price Nick Vandome Windows 11 for Seniors in easy steps (Paperback)

BORN IN 1971?... 1951?BIRTHDAY...Australian Social History....Chrisi, Birthdays

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