Capacity to endure
, 80–81
Cause-related marketing
, 22
Celebrity influencers
, 245
chlorofluorocarbons emissions (CFCs emissions)
, 87–88
Co-integration of sustainability into marketing practices
, 64–67
process of integration
, 65–67
Community engagement
, 98–99
Community relations
, 51–52
Community volunteering
, 22
Competitive advantages of sustainability marketing
, 203–204
Competitive rivalry
, 201–202
Consequentialist approaches
, 101
Consumer-oriented marketing
, 69
‘Consumer’s interest
, 120–121
Conventional marketing practices. See also Database marketing
, 17
capture value from customers
, 26–27
eras
, 19
evolution of marketing
, 20–25
history
, 18–20
Core, Co-operative, Credible, Consumer Benefits, Commitment, Conversational, Consistency, Continuity (8 Cs)
, 127–128
Corporate communication
, 167
Corporate decision-makers
, 10–11
Corporate implementation of sustainability
, 217–218
Corporate philanthropy
, 22
Corporate reputation
, 167–168
Corporate social marketing
, 22
Corporate social responsibility (CSR)
, 6–7, 9–10, 40, 94
Corporate stakeholders of sustainability
, 96–99
Corporate sustainability (CS)
, 40, 93–94
and responsibility
, 94
Corporate-level strategy
, 222–223
Cultivated natural capital
, 82
Customer acquisition
, 139–144
strategies
, 139, 141–143
Customer acquisition cost (CAC)
, 141–142
minimizing
, 142
Customer analysis
, 212–213
Customer attrition or turnover
, 143
Customer lifetime value (CLV)
, 26
Customer relationship management (CRM)
, 26
Customer solution, Customer cost, Convenience, and Communication (4Cs)
, 54
Customer(s)
, 196
customer value marketing
, 69
customer-driven marketing strategy
, 25–26
relations
, 26
retention
, 143–144
satisfying customers and promoters
, 144
E-commerce
and economic sustainability
, 232
and environmental sustainability
, 231–232
and social sustainability
, 232
and sustainability
, 230–232
Eco-centrism approaches
, 102
Ecological innovations in marketing
, 52–53
Ecological marketing
, 22–23
Ecological objectives
, 69–70
Ecological sustainability
, 6–7
Ecologically Concerned Consumer
, 22–23
Ecology
, 112–113
merging economics with ecology
, 113
Economic environment
, 198
Economic regeneration
, 110
Economic sustainability
, 97, 108
e-commerce and
, 232
importance of economic sustainability in business
, 111–112
and sustainable regeneration
, 109–110
Economy
, 112–113
merging economics with ecology
, 113
Eight Cs of sustainability branding
, 127–128
Employee engagement
, 98–99
Employees, attracting and retaining
, 204
Enterprise integration
, 9–10
Environmental, social, and governance metrics (ESG metrics)
, 8
Environmental affect
, 120
Environmental ethics
, 101
Environmental measures
, 39
Environmental orientation
, 80
Environmental scanning
, 193
Environmental sustainability. See also Social sustainability
, 80–81
degrees of
, 82–84
issues
, 86, 88, 90
Environmental sustainability
, 97
e-commerce and
, 231–232
Ethical issues in sustainability marketing
, 99–103
Exposure to new markets
, 204
External business environment
, 195–196
Paid search marketing
, 140
Pay-per-click. See Paid search marketing
PWC Recycled Paper and cardboard
, 88
Planet passionates
, 120–122
Political, economic, social, technological, legal and environmental analysis (PESTLE analysis)
, 213–214
Political environment
, 197–198
Pollution Prevention Pays
, 74
Popular and individualized management
, 5–6
Porter’s approach to sustainable industry analysis
, 200–203
Porter’s competitive strategy
, 220–222
cost leadership
, 220–221
differentiation
, 221
focus
, 221–222
Porter’s Five Forces model
, 200, 203, 214
Post-Consumer Waste (PWC)
, 88
Procter & Gamble (P&G)
, 17, 74, 123
Product, Price, Place and Promotion (4Ps)
, 54, 70, 148
Product positioning
, 125–128
Product-related services
, 150
Product/customer solution
, 55
Promotion/communication
, 56
Psychographic factors
, 120
Public relations
, 154–155
Satisfaction of customer needs
, 70
Scientific Certification Systems
, 98
Search engine optimization (SEO)
, 140
Search engine results page (SERP)
, 140
Secondary stakeholders
, 96
Sense-of-mission marketing
, 69
Services substituting product
, 150
Situation analysis
, 212–216
factors
, 212
importance
, 215–216
steps
, 212–213
tools
, 213–215
Social criticisms of marketing
, 53–54
Social innovations in marketing
, 52
Social media marketing
, 140
and sustainability
, 243–244
Social responsibility
of business
, 51–52
of businessmen
, 40
Social sustainability
, 94, 96–97
dimensions or issues
, 103
e-commerce and
, 232
in marketing
, 95–96
Societal marketing
, 20, 22, 69
Socio-cultural environment
, 197
Socio-ecological balance
, 50–51
Socio-ecological innovation in marketing
, 52–53
Soil exploitation and overbuilding
, 87
Specific, Measurable, Achievable, Relevant and Time-bound (SMART)
, 12
Stakeholders
, 6, 96
approaches for stakeholder identification
, 96–99
engaging
, 97
theory
, 40
‘Starting with plan’
, 219
Strategic pricing strategies
, 152–153
Strategic promotion approach
, 154
Strategic sustainability marketing
, 178–182
Strategy content and sustainability
, 222–224
Strong environmental sustainability
, 83
Strong sustainability
, 36
Supply chain Sustainability
, 205–206
Sustainability
, 6–7, 10, 44–45, 63–64, 93, 99, 107, 119, 148, 158, 163
barriers in positioning sustainability products
, 128–129
barriers to
, 42–44
of biosphere
, 182
and brand equity
, 165
in business
, 7–9
and business environment
, 193–196
challenges in business
, 41–42
of community/society/ethno-sphere
, 181–182
and consumption
, 35
corporate communication
, 167
and corporate identity
, 166
and corporate image
, 166–167
and corporate reputation
, 167–168
corporate stakeholders of
, 96–99
dimensions
, 107–108
e-commerce and
, 230–232
of employees
, 180–181
engagement
, 98
functional resources and capabilities with
, 206–207
influencers
, 244
and influencers
, 245–247
integration of three pillars of
, 113–115
line extension
, 128
management
, 218
and marketing mix
, 70–72
and natural capital
, 81–82
in online shopping
, 234–235
operations
, 217
opportunities
, 67–68
of organization
, 180
phases
, 9–11
pricing
, 152
strategy
, 164
theories
, 40–41
tips for marketing to types of sustainable consumers
, 129–130
types
, 35–36
value chain
, 205–206
in value chains
, 206
Sustainability brand(ing)
, 164–165
development
, 128
extension
, 128
integration
, 164–165
and scepticism
, 169–170
strategy
, 168–169
Sustainability goal setting
, 218–219
audience
, 218–219
conduct extensive research
, 219
motivation
, 218
weigh options
, 219
Sustainability marketing
, 24–25, 54, 63–64, 120–121, 147, 217–218
advantages
, 72–76
avoiding
, 58
challenges for
, 240–241
co-integration of sustainability into marketing practices
, 64–67
competitive advantages of
, 203–204
corporate image-related challenges
, 241
environment and
, 80–84
evolution framework
, 21
integration of business strategy and sustainability goals
, 216–218
market-related challenges
, 240–241
mix strategies
, 147
myopia
, 56–58
operational challenges
, 241
Porter’s competitive strategy
, 220–222
principles of
, 69
and product positioning
, 125–128
profitability and
, 108–109
situation analysis
, 212–216
strategy content and sustainability
, 222–224
values and objectives
, 69–70
Sustainability SWOT analysis (sSWOT)
, 214–215
Sustainable brand(ing)
, 125, 164
positioning
, 125
strategy
, 168–169
Sustainable business practices
, 99
Sustainable business strategy
, 11–14
Sustainable communication
, 71, 153, 156
Sustainable consumer
, 133, 135–136
behaviour
, 136–139
customer acquisition
, 139–144
Sustainable consumption
, 133
Sustainable cost
, 71, 151, 153
Sustainable development
, 6, 93, 109–110, 186, 188
developing period
, 34–35
embryonic period
, 32–33
molding period
, 33
phases of
, 32–35
to sustainability science
, 35
Sustainable E-commerce
, 232–234
communicating
, 235–236
Sustainable fashion influencers
, 245
Sustainable marketing
, 23–24
Sustainable markets
targeting audience in
, 121–125
targeting consumers on internet
, 122–125
ways to appeal to different consumer segments
, 121–122
Sustainable organization
, 183
Sustainable placement and distribution
, 71–72, 156, 158
Sustainable regeneration
, 109–110
Sustainable solution
, 71, 148, 151
Sustainable travel influencers
, 245
Sustainable web design
, 90