Just to let potentially interested ONE members know about a new book on marketing and
sustainability:
Sustainability Marketing: A Global Perspective by Frank-Martin Belz (Technische Universität München)
and Ken Peattie (Cardiff University, UK) has just been published by Wiley.
The book provides a new sustainability-oriented vision of marketing for the twenty-first century. It
has a consumer marketing focus with an emphasis on integrating sustainability principles into both
marketing theory and the practical decision making of marketing managers.
The book shows how the complexities of sustainability issues can be integrated into marketing
decisions through a systematic step-by-step approach including:
- an analysis of socio-environmental priorities to complement conventional consumer research;
- an integration of social, ethical and environmental values into marketing strategy development;
- a new consumer-oriented sustainability marketing mix to replace the outmoded and
producer-oriented ‘4 Ps’;
- an analysis of how marketing can go beyond responding to social change to contribute to a
transformation to a more
sustainable society.
Without taking such steps, marketing will continue to drive global crises linked to climate change,
poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.
The book is ideally suited to both students and practitioners at many different levels and
disciplines including marketing, business and sustainability or environmental management. We hope
the book will make it easier for marketing educators to bring sustainability issues into the
classroom (and we're currently busy developing additional teaching materials to also support that
process!).
It aims to contribute to the process of repositioning sustainability as part of the ‘new mainstream’
of marketing instead of being perceived as an ‘alternative’ strategy that only certain companies
adopt in pursuit of differentiation and competitive advantage. Only with this mainstreaming of
sustainability principles into marketing processes can we hope to make real progress with combating
climate change and many other sustainability challenges.
Full details are available at:
http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470519223.html
Please forward this onto any colleagues that you think may be interested.
Thanks,
Ken.
Professor Ken Peattie,
Director, ESRC Centre for Business Relationships
Accountability, Sustainability and Society (BRASS)
Cardiff University,
55 Park Place, Cardiff, CF10 3AT
02920 876562
website: www.brass.cf.ac.uk