Sustainable Marketing Planning.
Richardson, Neil.
Sustainable Marketing Planning. - 1st ed. - 1 online resource (287 pages)
Cover -- Half Title -- Title -- Copyright -- Contents -- List of figures -- Introduction -- 1 Why Sustainable Marketing? -- Marketing - a definition -- 1.1 Sustainable marketing and its influences -- Sustainability - a historical perspective -- Stakeholder theory -- Strong stakeholder theory versus weak stakeholder theory -- Friedman versus Freeman -- Corporate Social Responsibility (CSR) -- Wicked problems -- Social Marketing -- Defining sustainability -- Sustainability and business -- Sustainable Marketing -- 1.2 Sustainability . . . the new organisational orientation -- Market orientation - a definition -- Benefits of adopting a market orientation -- 1.3 Critical marketing -- Corporate Social Irresponsibility (CSI) -- Identity -- The negative side of loyalty -- Myths perpetuated by (or about) marketers -- 1.4 Corporate values versus customer-centric values -- Corporate values -- The Value Proposition (VP) -- Consumer values -- Co-creating value -- 1.5 The sustainable consumer and buyer behaviour -- Norms -- The elusive sustainable consumer -- The consumer (B2C) Decision-Making Process (DMP) -- Individual internal human influences -- Other human factors -- Consumer purchasing scenarios -- The planet and the consumer DMP -- Organisational buying behaviour . . . the B2B market -- Influences on business buyers -- 1.6 Sustainable marketing research -- Cognitive processing . . . or chunking -- Areas of marketing research -- Market research and the sales department -- Academic research -- Higher concepts -- The research process -- The research question (RQ) -- Research objectives (ROs) -- The research plan -- Topic guide -- Primary data versus secondary data -- Data collection -- Questionnaires -- Questionnaire validity -- Pilot questionnaires -- Sources of questionnaire bias -- Problems with green questionnaires -- Focus groups -- Interviews. Analysis -- Presenting findings -- Mobile research -- Marketing agencies -- Barriers to effective research -- 1.7 Systems and customer centricity -- The five planets theory -- Economic systems -- Organisational systems -- The Marketing Information System (MkIS) -- CRM -- 2 The Marketing Mix -- 2.1 Communications (aka marcomms) -- Noise -- Word of Mouth (WoM) -- Push, pull and profile strategies -- The Comms Mix -- Advertising -- Public Relations (PR) -- Integrated Marketing Communications (IMC) -- Digital platforms -- The use of Communications Agencies -- Measuring Marcomms -- 2.2 Convenience (aka place) -- Marketing channels -- The use of intermediaries -- Brick and/or click -- Market coverage -- Distribution logistics -- Sustainable distribution -- 2.3 Customer Benefits (aka Product) -- Anatomy of a product -- Classifying goods -- The Product Portfolio -- Product Life Cycle (PLC) -- The PLC as a coordinating tool -- The Product Adoption Curve (aka the diffusion curve) -- New Product Development (NPD) -- The NPD process -- Barriers to good NPD -- Developing sustainable products -- Choice editing -- 2.4 Cost to consumers (aka Price) -- Pricing perspectives -- Pricing techniques -- Technology and pricing -- Vouchers and cashback -- Sustainable pricing -- 2.5 The Services Mix -- Services marketing versus marketing services -- Characteristics of services -- The extended marketing mix for services -- Service quality -- 3 Sustainable Marketing Planning -- Objectives, strategies and tactics -- 3.1 Planning frameworks -- Scenario planning -- Goal setting -- 3.2 Situation review -- Marketing audits -- The internal marketing environment -- Internal environment analysis tools -- McKinsey 7S framework -- Core Competence Framework -- Boston Control Group (BCG) matrix -- Directional Policy Matrices -- Value Chain Analysis (VCA). The "Micro" marketing environment -- Communities and networks in the Micro environment -- Online communities -- Tribes -- Creating networks and communities -- Microenvironment analysis tools -- Porter's Five Forces -- 5Ms -- Mendelow grid -- Balanced Scorecard -- 3.3 External environmental frameworks and analysis -- The macro environment -- Identifying future trends -- Macro-frameworks -- Economics -- Politics -- Information -- Sociocultural -- Technology -- Legal -- GDPR -- Online GDPR -- Environment -- Reduce, recycle, repair, repurpose and reuse -- Ethical -- Issues with the environmental tools and frameworks -- The SWOT summary -- 3.4 Generating useful SM objectives -- TOWS analysis -- 3.5 Strategic SM choices (i) - Sustainable segmentation, targeting and positioning -- Segmentation -- Segments and sustainability -- Targeting -- Ethical targeting -- Positioning -- Sustainable positioning -- 3.6 Strategic SM choices (ii) - choosing a strategy to achieve SM objectives -- Schumpeter's Creative Destruction -- Mintzberg's deflected and realised strategies -- Strategy formulation -- Porter's Generic Strategies -- Ansoff -- Practical steps towards Sustainable Marketing (SM) -- 3.7 Issues of control and measuring value -- Key Performance Indicators (KPIs) -- 540-degree feedback -- Hard and soft controls -- Budget -- A sustainable marketing benchmarking framework -- 3.8 Barriers to adopting Sustainable Marketing Planning -- Focus -- Responsibility for ownership -- Shareholders -- Multiple stakeholder interests -- Short-termism -- Predominant sales orientation -- SMEs don't need to plan -- Crisis management -- Overcoming barriers to adoption -- 4 Marketing themes in the 21st century -- 4.1 Relationship Marketing (RM) -- Defining RM -- CRM and RM -- Loyalty -- Loyalty versus satisfaction -- Measuring and monitoring online loyalty -- Benefits of RM. 4.2 Internal Marketing (IM) -- Defining Internal Marketing (IM) -- Internal supplier-customer relationships -- Internal Marketing (IM) and the marketing mix -- IM and segmentation -- Benefits of Internal Marketing (IM) -- Key criticisms of Internal Marketing (IM) -- Practical steps towards implementing Internal Marketing (IM) -- Marketing's role in supporting the organisation's market orientation -- 4.3 Sustainable entrepreneurship -- Values, norms and sustainable entrepreneurs -- Sustainable entrepreneurs in the community -- Ownership and sustainable entrepreneurship -- Growth -- Environmental resilience -- 4.4 Sustainable branding -- Brand personalities -- Brand equity -- Brand positioning -- Brand communities -- Reputation -- 4.5 Global Sustainable Marketing -- Key factors in global marketing -- Foreign Direct Investment (FDI) -- Vulnerable states -- Global marketing and the Macro environments -- Increasing investment in Sustainable Development -- Sociocultural factors -- Gender balance -- Technology factors -- Global marketing and the Micro environments -- Global Marketing and the Marketing Mix -- Sustainable distribution -- 4.6 Digital marketing in the sustainable age -- Mobile -- The Internet of Things (IoT) -- Out of Home (OoH) -- Virtual Reality (VR) -- Augmented Reality (AR) -- Personalisation and customisation -- Digital marketing research -- Onsite versus offsite data -- Analytics -- Big Data -- Kelley's 3S approach: Search, Site and Social -- Listening -- 4.7 SMEs and micro-enterprises -- The Decision-Making Unit (DMU) -- SMEs and sustainability -- SMEs' sustainability barriers -- Tools and frameworks -- 4.8 Charities, not-for-profits and third-sector organisations -- Index.
There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices.
9780429678141
Green marketing.
Electronic books.
HF5413 .R534 2020
658.802
Sustainable Marketing Planning. - 1st ed. - 1 online resource (287 pages)
Cover -- Half Title -- Title -- Copyright -- Contents -- List of figures -- Introduction -- 1 Why Sustainable Marketing? -- Marketing - a definition -- 1.1 Sustainable marketing and its influences -- Sustainability - a historical perspective -- Stakeholder theory -- Strong stakeholder theory versus weak stakeholder theory -- Friedman versus Freeman -- Corporate Social Responsibility (CSR) -- Wicked problems -- Social Marketing -- Defining sustainability -- Sustainability and business -- Sustainable Marketing -- 1.2 Sustainability . . . the new organisational orientation -- Market orientation - a definition -- Benefits of adopting a market orientation -- 1.3 Critical marketing -- Corporate Social Irresponsibility (CSI) -- Identity -- The negative side of loyalty -- Myths perpetuated by (or about) marketers -- 1.4 Corporate values versus customer-centric values -- Corporate values -- The Value Proposition (VP) -- Consumer values -- Co-creating value -- 1.5 The sustainable consumer and buyer behaviour -- Norms -- The elusive sustainable consumer -- The consumer (B2C) Decision-Making Process (DMP) -- Individual internal human influences -- Other human factors -- Consumer purchasing scenarios -- The planet and the consumer DMP -- Organisational buying behaviour . . . the B2B market -- Influences on business buyers -- 1.6 Sustainable marketing research -- Cognitive processing . . . or chunking -- Areas of marketing research -- Market research and the sales department -- Academic research -- Higher concepts -- The research process -- The research question (RQ) -- Research objectives (ROs) -- The research plan -- Topic guide -- Primary data versus secondary data -- Data collection -- Questionnaires -- Questionnaire validity -- Pilot questionnaires -- Sources of questionnaire bias -- Problems with green questionnaires -- Focus groups -- Interviews. Analysis -- Presenting findings -- Mobile research -- Marketing agencies -- Barriers to effective research -- 1.7 Systems and customer centricity -- The five planets theory -- Economic systems -- Organisational systems -- The Marketing Information System (MkIS) -- CRM -- 2 The Marketing Mix -- 2.1 Communications (aka marcomms) -- Noise -- Word of Mouth (WoM) -- Push, pull and profile strategies -- The Comms Mix -- Advertising -- Public Relations (PR) -- Integrated Marketing Communications (IMC) -- Digital platforms -- The use of Communications Agencies -- Measuring Marcomms -- 2.2 Convenience (aka place) -- Marketing channels -- The use of intermediaries -- Brick and/or click -- Market coverage -- Distribution logistics -- Sustainable distribution -- 2.3 Customer Benefits (aka Product) -- Anatomy of a product -- Classifying goods -- The Product Portfolio -- Product Life Cycle (PLC) -- The PLC as a coordinating tool -- The Product Adoption Curve (aka the diffusion curve) -- New Product Development (NPD) -- The NPD process -- Barriers to good NPD -- Developing sustainable products -- Choice editing -- 2.4 Cost to consumers (aka Price) -- Pricing perspectives -- Pricing techniques -- Technology and pricing -- Vouchers and cashback -- Sustainable pricing -- 2.5 The Services Mix -- Services marketing versus marketing services -- Characteristics of services -- The extended marketing mix for services -- Service quality -- 3 Sustainable Marketing Planning -- Objectives, strategies and tactics -- 3.1 Planning frameworks -- Scenario planning -- Goal setting -- 3.2 Situation review -- Marketing audits -- The internal marketing environment -- Internal environment analysis tools -- McKinsey 7S framework -- Core Competence Framework -- Boston Control Group (BCG) matrix -- Directional Policy Matrices -- Value Chain Analysis (VCA). The "Micro" marketing environment -- Communities and networks in the Micro environment -- Online communities -- Tribes -- Creating networks and communities -- Microenvironment analysis tools -- Porter's Five Forces -- 5Ms -- Mendelow grid -- Balanced Scorecard -- 3.3 External environmental frameworks and analysis -- The macro environment -- Identifying future trends -- Macro-frameworks -- Economics -- Politics -- Information -- Sociocultural -- Technology -- Legal -- GDPR -- Online GDPR -- Environment -- Reduce, recycle, repair, repurpose and reuse -- Ethical -- Issues with the environmental tools and frameworks -- The SWOT summary -- 3.4 Generating useful SM objectives -- TOWS analysis -- 3.5 Strategic SM choices (i) - Sustainable segmentation, targeting and positioning -- Segmentation -- Segments and sustainability -- Targeting -- Ethical targeting -- Positioning -- Sustainable positioning -- 3.6 Strategic SM choices (ii) - choosing a strategy to achieve SM objectives -- Schumpeter's Creative Destruction -- Mintzberg's deflected and realised strategies -- Strategy formulation -- Porter's Generic Strategies -- Ansoff -- Practical steps towards Sustainable Marketing (SM) -- 3.7 Issues of control and measuring value -- Key Performance Indicators (KPIs) -- 540-degree feedback -- Hard and soft controls -- Budget -- A sustainable marketing benchmarking framework -- 3.8 Barriers to adopting Sustainable Marketing Planning -- Focus -- Responsibility for ownership -- Shareholders -- Multiple stakeholder interests -- Short-termism -- Predominant sales orientation -- SMEs don't need to plan -- Crisis management -- Overcoming barriers to adoption -- 4 Marketing themes in the 21st century -- 4.1 Relationship Marketing (RM) -- Defining RM -- CRM and RM -- Loyalty -- Loyalty versus satisfaction -- Measuring and monitoring online loyalty -- Benefits of RM. 4.2 Internal Marketing (IM) -- Defining Internal Marketing (IM) -- Internal supplier-customer relationships -- Internal Marketing (IM) and the marketing mix -- IM and segmentation -- Benefits of Internal Marketing (IM) -- Key criticisms of Internal Marketing (IM) -- Practical steps towards implementing Internal Marketing (IM) -- Marketing's role in supporting the organisation's market orientation -- 4.3 Sustainable entrepreneurship -- Values, norms and sustainable entrepreneurs -- Sustainable entrepreneurs in the community -- Ownership and sustainable entrepreneurship -- Growth -- Environmental resilience -- 4.4 Sustainable branding -- Brand personalities -- Brand equity -- Brand positioning -- Brand communities -- Reputation -- 4.5 Global Sustainable Marketing -- Key factors in global marketing -- Foreign Direct Investment (FDI) -- Vulnerable states -- Global marketing and the Macro environments -- Increasing investment in Sustainable Development -- Sociocultural factors -- Gender balance -- Technology factors -- Global marketing and the Micro environments -- Global Marketing and the Marketing Mix -- Sustainable distribution -- 4.6 Digital marketing in the sustainable age -- Mobile -- The Internet of Things (IoT) -- Out of Home (OoH) -- Virtual Reality (VR) -- Augmented Reality (AR) -- Personalisation and customisation -- Digital marketing research -- Onsite versus offsite data -- Analytics -- Big Data -- Kelley's 3S approach: Search, Site and Social -- Listening -- 4.7 SMEs and micro-enterprises -- The Decision-Making Unit (DMU) -- SMEs and sustainability -- SMEs' sustainability barriers -- Tools and frameworks -- 4.8 Charities, not-for-profits and third-sector organisations -- Index.
There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices.
9780429678141
Green marketing.
Electronic books.
HF5413 .R534 2020
658.802