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Sustainable Marketing is structured around the traditional "4Ps" of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems.
The book's running theme is that marketers can reinvent strategy and craft "win-win-win" solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives.
New Decision Boundaries
The Product System Life-Cycle
Sustainable Marketing Strategies
Sustainable Channel Networks
Sustainable Marketing Communications
Markets and Market Development
"This is the most authoritative and carefully and thoroughly documented treatment of what is generally known as green marketing that I’m aware of."