ISBN: 978-1-80071-245-4, eISBN: 978-1-80071-244-7
Publication date: 5 May 2021
Sharma, R.R., Kaur, T. and Syan, A.S. (2021), "Prelims", Sustainability Marketing, Emerald Publishing Limited, Bingley, pp. i-xvii. https://doi.org/10.1108/978-1-80071-244-720211019
Emerald Publishing Limited
Copyright © 2021 by Emerald Publishing Limited
Half Title Page
Sustainability Marketing: New Directions and Practices
Rishi Raj Sharma
Guru Nanak Dev University, India
Guru Nanak Dev University, India
Amanjot Singh Syan
Lovely Professional University, India
United Kingdom – North America – Japan – India – Malaysia – China
Emerald Publishing Limited
Howard House, Wagon Lane, Bingley BD16 1WA, UK
First edition 2021
Copyright © 2021 Emerald Publishing Limited
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British Library Cataloguing in Publication Data
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ISBN: 978-1-80071-245-4 (Print)
ISBN: 978-1-80071-244-7 (Online)
ISBN: 978-1-80071-246-1 (Epub)
List of Figures
|Figure 1.1.||Value Addition and Sustainability in Businesses.|
|Figure 2.1.||Marketing Eras.|
|Figure 2.2.||Sustainability Marketing Evolution Framework.|
|Figure 3.1.||Phases of Sustainable Development.|
|Figure 3.2.||Triple Bottom Line.|
|Figure 6.1.||Product Recycling.|
|Figure 6.2.||Effect of Fishing on Environmental Sustainability.|
|Figure 7.1.||Ethics vs. Legalities.|
|Figure 8.1.||Environment and Economy – A Balance.|
|Figure 8.2.||Economy, Environment and Society – An Amalgamation.|
|Figure 9.1.||Sustainability Consumer Archetypes.|
|Figure 10.1.||Consumerism and Sustainable Approach.|
|Figure 11.2.||Mobile Ordering by Starbucks – An Innovation Supporting Sustainability.|
|Figure 13.1.||Work Life Balance – An Assumption.|
|Figure 13.2.||Work Life Balance – A Reality.|
|Figure 13.3.||Knowledge Management and Sustainability.|
|Figure 13.4.||Knowledge Management and Its Linkages.|
|Figure 15.1.||SWOT Analysis.|
|Figure 15.2.||Porter's Competitive Strategy.|
|Figure 17.1.||Sustainability and Tourism.|
List of Tables
|Table 1.1.||Differentiation between the Two Phases of Business Sustainability.|
About the Authors
Rishi Raj Sharma is Professor at Guru Nanak Dev University Regional Campus, Gurdaspur (India), where he teaches Marketing management in MBA and undergraduate programs. He has also held various administrative positions and is currently appointed as Associate Dean of Guru Nanak Dev University Regional Campus, Gurdaspur. Dr Sharma has a distinguished academic career with more than 20 years of experience in the field of marketing. After obtaining MBA and PhD in Marketing from GNDU, Amritsar, he started working as Assistant Professor in the same university. His core areas of interest are marketing and its allied fields such as advertising, sustainability marketing and social media marketing. He has published more than 50 research articles in various esteemed research journals. He has attended and chaired more than 100 national and international conferences across the country. He also received Best Empirical Research Paper Awards at conferences held at Bangalore University (2013 and 2014) and Panjab University, Chandigarh (2018). He has also organized various workshops to train the researchers in the field of research design, scale refinement and model construction.
Amanjot Singh Syan
The only ability by which one can sustain the entire process of life is Sustainability.
– Dr Rishi Raj Sharma
Instead of being just a fad, Sustainability is meant to be a new way of life.
– Tanveer Kaur
Anything that ensures the perpetual existence of life is Sustainability.
– Amanjot Singh Syan
This book is designed to serve as an elaborative text on Sustainability Marketing for the post-graduate programs in marketing and for researchers in this field. This book equips students and practitioners with the concepts, frameworks and techniques required for making better strategic decisions with regard to sustainability. This text clearly reflects the dynamism of the fast-developing field of marketing and it endeavours to be both rigorous and relevant in the contemporary world. We have collected inputs from various books, journals and business publications in the form of various concepts and frameworks in augmenting the field of sustainability marketing. We have also included many sustainability related cases of various recognized companies to equip the readers in developing analytical thinking concerning the prevailing sustainability issues.
All the 17 chapters of the book engulf the concept of sustainability to improvise and look at the conventional marketing strategies through the lens of sustainability. This text comprehensively entails the related fields of sustainability marketing and issues associated thereto. From the theoretical perspective, the text enshrines in maintaining an optimum balance between consumption and conservation of resources which truly manifests the basic elements of Triple Bottom Line (TBL) concept. The book attempts to harness the ability of TBL in the form of economic, social and ecological resources and their dynamics in the state of perfect equilibrium. The book further develops by integrating sustainability as a market strategy, thus laying thrust on how organisations' strategic marketing intent meets the consumers' desire for sustainable products. The present business scenario is witnessing a transition in which the trajectory of business projections needs to comply with sustainability goals which actually becomes the need for survival and prosperity of any organization.
Features of the Book
Each chapter contains Key Highlights/Learning Objectives in the beginning.
Each chapter contains various interesting and relevant examples, exhibits and cases from all around the world to give an international outlook to the book. These cases and examples illustrate the vital aspects of sustainability in marketing management.
The systematic and precise text with clear illustrations and lucid language makes the study of this subject way more interesting and engaging.
Each chapter ends with
End-of-chapter discussion questions
Critical thinking queries
These features are designed to foster the learning experience of students and practioners individually as well as in a group.
Organisation of the Content
The content of this book is quite comprehensive. It is divided into five parts.
Part I introduces the concept of marketing in the twenty-first century. The opening chapter presents the brief history of business and its sustainability. It explains the evolution of business management as a key concept. Chapter 2 provides an overview of all the marketing practices, which entails conventional as well as some prevalent practices. Chapter 3 introduces and elaborates the sustainability challenge being faced by the present day organizations. Further, Chapter 4 discusses the prevailing marketing and socio-ecological balance in the current business environment.
Part II introduces the concept of sustainability marketing as a new paradigm in the business arena. It includes Chapters 5, 6, 7 and 8. These chapters deal with the basic concept of sustainability marketing, the environmental aspect of sustainability marketing, social aspect of sustainability marketing and the economic aspect of sustainability marketing respectively.
Part III of the book discusses the various consumer centric aspects of sustainability marketing which is need of the hour. Chapter 9 emphasizes on crucial task of market segmentation, customer targeting and positioning of product. Chapter 10 is essentially devoted to the sustainable consumer and consumer behaviour in context of sustainability. Chapter 11 details the sustainability marketing mix and its components which are considered as replacement of the conventional four Ps of marketing mix. Chapter 12 captures the essence of branding and corporate personality with regard to sustainability.
Part IV deals with the groundwork and critical task of integrating sustainability marketing with a strategic intent of a business organization. Chapter 13 lays the foundation of strategy vis-a-vis sustainability marketing in business enterprises. It focuses and guides the practitioners to use sustainability as a strategic tool for gaining competitive edge. Chapter 14 entails the interconnectedness of internal and external business environments with regard to sustainability. Chapter 15 elaborates the diverse roots for the formulation of sustainability marketing strategies in an organization.
Part V constitutes two chapters. Chapter 16 explains the role of digitalization and e-commerce in promoting sustainability. Chapter 17 sheds light on the various emerging issues related to sustainability in the marketing field.
Since the inception of this project, numerous individuals have displayed extensive support and unbridled enthusiasm for the final accomplishment of this work.
We are very appreciative and owe warm thanks for all the hard work put in by the editorial and production staff of Emerald Publishing for assisting us at every step to transform our messy draft into a perfectly organized text book. They include Hayley Coulson (Publishing Assistant), James Whiteley (Publishing Assistant), Niall Kennedy (Senior Commissioning Editor), David Mulvaney (Editorial Assistant), Sundar Sharmila (Editorial Team), Sangeetha Rajan (Editorial Assistant), Sangeeta Menon (Publishing Relationship Manager) and others who directly or indirectly extended help in accomplishing this task.
We owe a tremendous debt of thankfulness to many friends and family members who have been generous with their time and support which allowed us to complete this project successfully. Special thanks are owed, in particular, to the valuable insights received from Dr Rama Bharadwaj and Ms. Aaina Dhingra. Without their support, we wouldn’t have been able to complete this task in time and with our best possible perfection. Lastly, all the strength and confidence bestowed upon us by the Almighty can never be forgotten. The Divine infused us with the passion to commence and finish this work enthusiastically.
- Part I Marketing Scenario in the 21st Century
- Chapter 1 Brief History of Business and Its Sustainability
- Chapter 2 Conventional Marketing Practices
- Chapter 3 The Sustainability Challenge
- Chapter 4 Marketing and Socio-ecological Balance
- Part II Sustainability Marketing: A New Paradigm
- Chapter 5 The Basic Concept of Sustainability Marketing
- Chapter 6 Sustainability Marketing – The Environmental Perspective
- Chapter 7 Sustainability Marketing – The Social Perspective
- Chapter 8 Sustainability Marketing – The Economic Perspective
- Part III Consumer-oriented Sustainability Marketing
- Chapter 9 Market Segmentation, Targeting and Positioning
- Chapter 10 The Sustainable Consumer
- Chapter 11 Sustainability Marketing Mix
- Chapter 12 Sustainability Branding
- Part IV Sustainability Marketing: Strategic Intent
- Chapter 13 Foundation of Strategic Sustainability Marketing
- Chapter 14 Sustainability and Business Environments
- Chapter 15 Sustainability Marketing Strategy Formulation
- Part V Sustainability Marketing: Contemporary Issues
- Chapter 16 Digitalization and Sustainability
- Chapter 17 Contemporary Issues in Sustainability Marketing