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Sustainable Enterprise

Sustainable Enterprise
A Macromarketing Approach

October 2012 | 560 pages | SAGE Publications, Inc
This book is appropriate for the following courses:

- Sustainable Enterprise

- Sustainable Business Practices

- Sustainability

- Marketing Society

- Social Marketing

Sustainable Enterprise goes beyond the internal firm strategies of micromarketing and the "four Ps" to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large.

Features and Benefits:

Chapters address key issues for marketing professionals in today's society such as marketing ethics, globalization, the "greening" of the marketplace, and social equity

"Mavericks Who Made It" boxes highlight the success stories of marketers who have created sustainable business enterprises

Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions

Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice.

I. Macromarketing for Sustainable Enterprise
1. 21st Century Micro and Macro Issues
2. How Efficient and How Effective are Markets?
3. Marketing and Society
4. Stakeholders in Marketing
5. The Role of Business in Society
6. The Role of the State in Society
II. Enterprise with Market Dynamism in Mind
7. Contemporary Consumers
8. Collaborative Leadership
9. Globalization
III. Enterprise with the Environment in Mind
10. The Environmental Imperative
11. Environmentally-Oriented Business
12. Sustainable Entrepreneurship
IV. Enterprise with Equity in Mind
13. Developing Markets
14. Poverty Alleviation
V. The Future of Marketing is Macromarketing
15. Venturing into the Future of Market-Based Sustainability

I will put this on my supplementary reading list as the ethics course has to be extremely varied to cover all aspects of the subject area. Sustainable enterprise will therefore represent one aspect of the module.

Jane Burt
Law, Economics, Accontancy and Risk, Glasgow Caledonian University
May 30, 2014

Excellent book for my students who wish to gain an extra economic dimension on issues relevant to sustainable business practice and dynamics.

Mr Joel Klaff
School of Law and Criminology, Derby University
April 8, 2014

Marketing meets Sustainable Enterprise and puts social responsibility front and centre - about time!

Mr Paul Matthews
Business Administration , University College Birmingham
February 12, 2013

Preview this book

Sample Materials & Chapters

Sample Business Plan


CH 1

CH 13

Mark Peterson

Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the University of Wyoming faculty in Fall 2007 where he teaches doctoral, MBA, and undergraduate students. He previously taught at the University of Texas at Arlington. His research interests include marketing and society issues, research methods, as well as international marketing. He is an associate editor for the Journal of Macromarketing, and has served as Secretary/Treasurer of the Macromarketing Society. He currently serves on the board of directors for the Macromarketing Society, and the International Society for Quality of Life Studies (ISQOLS). His... More About Author

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ISBN: 9781412998680

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