Sustainable Marketing 1st Edition A Holistic Approach

Author BiographyForewordPrefaceOnline ResourcesPart I Macromarketing for Sustainable Marketing1 Twenty-First-Century Micro and Macro IssuesThrowing Shade: The Air in Big CitiesChapter Overview and Learning ObjectivesSustainability and the Triple Bottom LineWhat Is Driving the Turn for Businesses to Be Mindful of Society?Reason 1: Technological ImprovementsReason 2: Rising Prosperity and Environmental ValuesReason 3: Awareness of Earth’s LimitsReason 4: Firms Can ‘Do the Right Thing’Reason 5: Intangible AssetsReason 6: Nongovernmental OrganizationsReason 7: Branding as a Social PhenomenonImplicationsMarketsDefining MarketsThe Role and Influence of Government on MarketsMarketingChanging Definitions of MarketingMacromarketingThe ‘Biggest M’Early Macromarketing: Socialism and CapitalismSecond-Wave Macromarketing PioneersThe ‘Biggest M’ and Business AcumenA Wide-Angle Lens Is Needed to Perceive and Pursue The ‘Biggest M’Implications of the ‘Biggest M’ for EntrepreneurshipConclusionMavericks Who Made It: Ray AndersonReferences2 Marketing and SocietyThrowing Shade: JuulChapter Overview and Learning ObjectivesMore about MarketingMarketing and SocietyWorld-class Product + No Other Marketing = No SuccessWhat Marketing Can Do for SocietiesWhat an Absence of Marketing Can Do to SocietiesMisperceptions about MarketsChallenging the Inherent Stability of MarketsThe Aggregate Marketing SystemPhysical Flows in the Aggregate Marketing SystemBroadly Considering Market Exchanges in the AMSA Closer Look at Macromarketing SystemsExternalitiesTobacco MarketingComplex SystemsConclusionMavericks Who Made It: Martin Luther King, Jr.References3 Stakeholders in MarketingThrowing Shade: The Fashion IndustryChapter Overview and Learning ObjectivesEthics, Sustainability, and Stakeholder TheoryHolistic Definition of SustainabilityEthical Dimensions of SustainabilityService-Dominant LogicThe Importance of Employing a Stakeholder OrientationCostco – An Agent for its MembersCostco’s Mission and Code of EthicsLessons from Costco and Its Stakeholder OrientationConclusionMavericks Who Made It: Paul PolmanReferences4 The Role of Business in SocietyThrowing Shade: Corporations Paying No TaxesChapter Overview and Learning ObjectivesIs the Business of Business Business?Friedman: The Social Responsibility of Business Is to Make ProfitThe Debate Begins: Mackey Challenges FriedmanCorporate Social ResponsibilityWhat Does CSR Look Like in Business?The Benefits of CSR for FirmsEfforts to Develop Standards for CSRLessons from Novo NordiskThe Effect of ESG and Sustainability ReportingConscious CapitalismDefining Conscious CapitalismConscious Capitalism at Work: Whole Foods MarketThe Benefits of Conscious CapitalismConclusionMavericks Who Made It: Gary EricksonReferences5 The Role of the State in SocietyThrowing Shade: Corruption of Government OfficialsChapter Overview and Learning ObjectivesCoronavirus PandemicQuality of LifeGovernment Services Can Contribute to QOLThe Social Responsibility of Government Regarding BusinessThe US Government Bails Out GM and ChryslerImperfections Resulting from Government Activity in MarketsSetting the Rules of the GamePlaying UmpireImposing TaxesDirect and Indirect Interventions in MarketsGovernment and Distributive JusticeLiberal and Conservative VisionsTrust in Government and BusinessConclusionMavericks Who Made It: John StanfordReferencesPart II Important Factors Affecting Sustainable Marketing6 Globalization and ProtectionismThrowing Shade: FacebookChapter Overview and Learning ObjectivesA Global PhenomenonIndustrialized Fake NewsBuilding Global BrandsWhat the World’s Consumers Expect from Global BrandsThe Three Dimensions of Global BrandsA Global Firm with a Global Corporate CultureNavigating GlobalizationGlobalist ViewsAnti-globalist ViewsSemi-globalist ViewsDebate about GlobalizationThe Wars of GlobalizationConclusionMavericks Who Made It: Bill RoedyReferences7 Contemporary ConsumersThrowing Shade: Ups and Downs of Bicycle CommutingChapter Overview and Learning ObjectivesThe ‘Me’ in Markets of Today‘Just a Little Bit More’Is ‘More Is Better’ Correct?Is ‘More Is Better’ the Complete Story?The Attitude–Behavior GapVulnerable ConsumersMore Consumers Become Vulnerable in an Economic DownturnMore Consumers Become Vulnerable When Mother Nature MovesVoluntary Simplicity or MinimalismThe ‘We’ in Markets of TodayOthers as Enablers for the ConsumerBuycottingReconsidering OwnershipEndless Possibilities for Collaborative ConsumptionConclusionMavericks Who Made It: Mother TeresaReferencesPart III Sustainable Marketing for the Environment8 The Environmental ImperativeThrowing Shade: GreenwashingChapter Overview and Learning ObjectivesFrom Bad Business to Good BusinessCommerce in the Age of TransparencyMacromarketing Perspectives on SustainabilityCan the DSP Be Changed?The Two Phases of Business SustainabilityDoing the Right ThingCitizenship and StewardshipThe Role of EmployeesNew Belgium Brewing Company’s EmployeesBranding New Belgium from the Inside OutThe End of Employee-Ownership at New BelgiumConclusionMavericks Who Made It: Greta ThunbergReferences9 Environmentally Oriented BusinessThrowing Shade: China and Climate ChangeChapter Overview and Learning ObjectivesPatagonia and the EnvironmentPatagonia and PhilanthropyPatagonia’s Environmental WisdomBackground for Environmentally Oriented BusinessConservationNatural Infrastructure – Could it Break Down?A Challenge Unprecedented in Scale and ScopeThe Paris AgreementPublic Sector Entrepreneurship to Reduce CO2 EmissionsProspects for a Low-Carbon FutureEPA and Emissions RegulationWalmart Sets Sail to Harness Winds of Change for Sustainable Business PracticesGreen Light for Sustainable Business Practices at WalmartMeasuring a Product’s Carbon FootprintConclusionMavericks Who Made It: Jim NeimanReferences10 Sustainable Business PracticesThrowing Shade: Bitcoin Energy UsageChapter Overview and Learning ObjectivesUnderstanding Sustainable EntrepreneurshipFrom Intrapreneur to EntrepreneurStages of EntrepreneurshipGreen Opportunities for Sustainable EnterprisesConcern for the Planet and Communities on the RiseBusinesses Make Changes for the Natural EnvironmentConsumers Turn toward GreenBusinesses Turn toward GreenThe Pathway to a More Sustainable BusinessConclusionMavericks Who Made It: Clean-Tech Opportunities Emerge from Four Market ImperfectionsMarket Imperfection 1: Inefficient Systems – David Tse of NovoNutrientsMarket Imperfection 2: Externalities – Bruce Kania of Floating Island InternationalMarket Imperfection 3: Flawed Pricing Mechanisms – Karl Ulrich and TerraPassMarket Imperfection 4: Imperfectly Distributed Information – Yoan Nussbaumer of ChargemapReferencesPart IV Sustainable Marketing for Equity11 Developing MarketsThrowing Shade: Golden RiceChapter Overview and Learning ObjectivesWhat We Know about Country DevelopmentChallenges in Explaining Economic DevelopmentGains for Developing CountriesMacro Factors for Understanding the Context of Developing MarketsEmerging MarketsConclusionMavericks Who Made It: Myriam SidibeReferences12 Poverty AlleviationThrowing Shade: Market Dynamics for Vanilla BeansChapter Overview and Learning ObjectivesPutting Poverty Alleviation into PerspectiveWisdom from a Longtime Poverty AlleviatorThe Role of AidSocial EntrepreneurshipCreating Social ValueStructures for Social EnterprisesConclusionMavericks Who Made It: Paul PolakReferencesIndex