Overview

This book aims to equip business students and marketing practitioners with a thorough understanding of sustainability issues. It uses contemporary cases and useful conceptualizations from recent research to provide a toolbox that help the reader understand how to deliver value to todays consumers, while considering the well-being of future generations. Marketing & Sustainability raises important questions concerning the impact of (over)consumption, production, distribution, and communication, all key marketing activities, on socio-environmental challenges in the world -- such as climate change and natural resource depletion. Servitization, dematerialization of consumption, the emergence of the circular economy paradigm, the platform-based sharing economy paradigm and the use of sharing schemes and platform-based exchanges of existing market goods are all dealt with in this book, which will make a lot of sense for students, marketers and other professionals who are aware of and striving for sustainable growth.

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9789144139869

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Hugo Guyader is a senior lecturer at Linkoeping University, Sweden. He has published several academic papers in marketing journals. His current research interests resolve around the sharing economy and sustainable consumer behavior. Mikael Ottosson is an associate professor at Linkoeping University, Sweden. His research is focused on sustainable business development and sustainable consumption. He has written several books and articles on these subjects. Anders Parment is a senior lecturer at Stockholm University, Sweden. He has written over fifty books and many articles about various aspects of marketing.

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