Overview

The prominent idea of sustainable development has influenced almost all disciplines, changing our understanding and behavior toward sustainability. In this respect, marketing has also been transforming from the sustainability point of view as emerging social and ecological problems caused by the exponential growth require sustainable solutions and joint efforts. Sustainable marketing intends to integrate ecological, social, and ethical concerns while creating value. Consumers, along with other stakeholders, expect that brands will contribute to work toward the sustainable development goals; therefore, companies need to redesign their marketing initiatives to create, promote, and deliver values that are in line with sustainability. Achieving Sustainable Development Goals With Sustainable Marketing illuminates current developments in sustainable marketing and the new trends and tendencies concerning the concept in theory and practice. The book also explores the concept of sustainable marketing in today's context of the digital age, explains its boundaries and benefits, and describes the challenges and opportunities as well as the advantages and potential disadvantages of sustainable marketing and branding efforts. Covering key topics such as branding, marketing ethics, and corporate social responsibility, this premier reference source is ideal for marketers, business owners, managers, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.

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9781668486825

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Maria Palazzo (PhD) is a Research Fellow at the Department of Political, Social and Communication Studies (DSPSC), University of Salerno (Italy). Since 2015, she has been a member of the 'Sustainability Communication Centre' (SCC) at the DSPSC. She was a former Lecturer at University of Bedfordshire, School of Business (London, Luton, UK), a Visiting Scholar at the University of Granada (Granada, Spain), and a Visiting Lecturer at the Universidad del Norte, Escuela de Negocios (Barranquilla, Colombia). She is also an academic tutor and lecturer at the Universitas Mercatorum (Rome, Italy). Her research focuses on corporate and marketing communication, branding, corporate social responsibility, organisational culture, community relations, and sustainability. Her articles have been published in The TQM Journal, Qualitative Market Research: An International Journal, Journal of Business-to-Business Marketing, Journal of Communication Management, Journal of Brand Management and in other academic outlets.

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