Sustainable Business
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Sustainable Business

Theory and Practice of Business under Sustainability Principles

Edited by Geoffrey Wells

Recent surveys of international CEOs confirm that companies increasingly see sustainability as critical to their business strategy. The rigorous academic framework for the field of sustainable business required to respond to this need is now emerging. This book presents important new work in the theory of the sustainable firm, in the application of sustainability principles to key management disciplines, in sustainable business in practice, and in the international challenges that are critical to sustainability demands.
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Chapter 6: Sustainable marketing in principle and practice

Anne Sharp

Extract

This chapter looks at what ‘sustainable marketing’ means for an organization, with particular focus on its implementation at the brand level. Drawing upon current scientific knowledge of consumer behaviour, the chapter examines what marketers can realistically expect in the way of consumer response to an organization’s sustainable marketing efforts. The challenge of how best to communicate organizational sustainability efforts is discussed and the risks of not responding to consumer demand for more sustainable offerings are highlighted.

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