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Sustainable enterprise : a macromarketing approach

Author: Mark Peterson
Publisher: Thousand Oaks, Calif. : SAGE, ©2013.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This title 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.
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Document Type: Book
All Authors / Contributors: Mark Peterson
ISBN: 9781412998680 1412998689
OCLC Number: 796230294
Description: xx, 535 pages : illustrations, maps ; 24 cm
Contents: pt. I. Macromarketing for sustainable enterprise --
1. 21st Century micro and macro issues --
2. Markets --
how efficient and how effective? --
3. Marketing and society --
4. Stakeholders in marketing --
5. The role of business in society --
6. The role of the state in society --
pt. II. Enterprise with market dynamism in mind --
7. Contemporary consumers --
8. Collaborative leadership --
9. Globalization --
pt. III. Enterprise with the environment in mind --
10. The environmental imperative --
11. Environmentally oriented business --
12. Sustainable entrepreneurship --
pt. IV. Enterprise with equity in mind --
13. Developing markets --
14. Poverty alleviation --
pt. V. The future of marketing is macromarketing --
15. Venturing into the future of market-based sustainability.
Responsibility: Mark Peterson.

Abstract:

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.  Read more...

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Enjoyable and inspiring! The book provides a refreshing, positive perspective on marketing's role in sustainable business. Mark Peterson does a great job of connecting academic frameworks with Read more...

 
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