Sustainable Enterprise: A Macromarketing Approach

3.5 avg rating
( 2 ratings by Goodreads )
 
9781412998680: Sustainable Enterprise: A Macromarketing Approach

This book is appropriate for the following courses:

- Sustainable Enterprise

- Sustainable Business Practices

- Sustainability

- Marketing Society

- Social Marketing

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. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large.

Features and Benefits:

Chapters address key issues for marketing professionals in today's society such as marketing ethics, globalization, the "greening" of the marketplace, and social equity

"Mavericks Who Made It" boxes highlight the success stories of marketers who have created sustainable business enterprises

Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions

Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice.

"synopsis" may belong to another edition of this title.

Review:

A major strength of the book is that it successfully ties sustainability to the success of enterprises, and thereby, to the potential success of students in the marketplace. In my view, the focus on sustainable enterprise is effective. (Shelby D. Hunt 2012-06-22)

Macromarketing deals with the biggest and most important questions facing business and marketing. For the past couple of decades, there has been a drift away from these seminal concerns. Mark Peterson's path breaking book nudges marketers back in the right direction by connecting macro analysis with visionary leadership and successful entrepreneurship. (Gene R. Laczniak 2012-06-22)

The critical and developmental modes of macromarketing thought have in common their opposition to the managerialist perspective. It is this position that Sustainable Enterprise: A Macromarketing Approach argues against by advocating a middle ground between the managerialist and critical perspectives. The middle ground advocated in the book asserts that firms have a social responsibility, but gives preference to entrepreneurial solutions over an explicit call for government intervention. (Alexander E. Reppel 2012-06-22)

Great book! Just finished the last chapter and I must say I am most impressed. The scope is truly overwhelming and any reader will learn a great deal. Lots of interesting illustrations and the references are remarkably recent. (Stanley J. Shapiro Simon Fraser University 2012-06-22)

...Dr. Mark Peterson’s book, Sustainable Enterprise: A Macromarketing Approach is a timely addition to the emerging, inter-disciplinary body of literature on sustainability. The macromarketing approach of the book augurs well with the triple bottom line orientation (people, planet and profit) that’s being embraced [by] a growing number of organizations worldwide. Through its contributions to marketing education, marketing practice, and research in marketing, the book has the potential to shape future marketing thought.

(Rajan Varadarajan 2012-10-22)

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 business practice, and peppers the book with timely examples of the significant progress that enterprises are making toward achieving sustainability. The macromarketing perspective separates this book from others and facilitates the connection between day-to-day marketing decision making and the big picture of how we can be a part of making business better. (Ken Manning 2012-10-22)

About the Author:

Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the University of Wyoming faculty in Fall 2007 where he teaches doctoral, MBA, and undergraduate students. He previously taught at the University of Texas at Arlington. His research interests include marketing and society issues, research methods, as well as international marketing. He is an associate editor for the Journal of Macromarketing, and has served as Secretary/Treasurer of the Macromarketing Society. He currently serves on the board of directors for the Macromarketing Society, and the International Society for Quality of Life Studies (ISQOLS). His research has been published in such outlets as Journal of Macromarketing, Journal of Academy of Marketing Science, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Advertising Research, Entrepreneurship Theory & Practice, Journal of International Marketing, Journal of Business Research. Dr. Peterson was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Mark Peterson
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Quantity Available: 18
Seller
BWB
(Valley Stream, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Depending on your location, this item may ship from the US or UK. Bookseller Inventory # 97814129986800000000

More Information About This Seller | Ask Bookseller a Question

Buy New
59.31
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

Mark Peterson
Published by SAGE Publications, Inc 2012-11-20 (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Quantity Available: 5
Seller
Chiron Media
(Wallingford, United Kingdom)
Rating
[?]

Book Description SAGE Publications, Inc 2012-11-20, 2012. Book Condition: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Bookseller Inventory # NU-SGE-00006376

More Information About This Seller | Ask Bookseller a Question

Buy New
56.80
Convert Currency

Add to Basket

Shipping: 2.99
From United Kingdom to U.S.A.
Destination, Rates & Speeds

3.

Peterson, Mark; Peterson, Christian Mark
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Quantity Available: 5
Seller
GreatBookPrices
(Columbia, MD, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Bookseller Inventory # 18622688-n

More Information About This Seller | Ask Bookseller a Question

Buy New
58.41
Convert Currency

Add to Basket

Shipping: 2.03
Within U.S.A.
Destination, Rates & Speeds

4.

Mark S. Peterson
Published by SAGE Publications Inc, United States (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Paperback Quantity Available: 10
Seller
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description SAGE Publications Inc, United States, 2012. Paperback. Book Condition: New. 231 x 185 mm. Language: English . Brand New Book. This book is appropriate for the following courses: - Sustainable Enterprise - Sustainable Business Practices - Sustainability - Marketing Society - Social Marketing 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. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large. Features and Benefits: Chapters address key issues for marketing professionals in today s society such as marketing ethics, globalization, the greening of the marketplace, and social equity Mavericks Who Made It boxes highlight the success stories of marketers who have created sustainable business enterprises Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice. Bookseller Inventory # AAX9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
64.03
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

5.

Mark Peterson
Published by SAGE 2012-11-20, Thousand Oaks, Calif. (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New paperback Quantity Available: 5
Seller
Blackwell's
(Oxford, OX, United Kingdom)
Rating
[?]

Book Description SAGE 2012-11-20, Thousand Oaks, Calif., 2012. paperback. Book Condition: New. Bookseller Inventory # 9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
59.99
Convert Currency

Add to Basket

Shipping: 4.50
From United Kingdom to U.S.A.
Destination, Rates & Speeds

6.

Mark S. Peterson
Published by SAGE Publications Inc, United States (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Paperback Quantity Available: 10
Seller
The Book Depository US
(London, United Kingdom)
Rating
[?]

Book Description SAGE Publications Inc, United States, 2012. Paperback. Book Condition: New. 231 x 185 mm. Language: English . Brand New Book. This book is appropriate for the following courses: -Sustainable Enterprise -Sustainable Business Practices -Sustainability -Marketing Society -Social Marketing 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. In an increasingly globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as, Are global firms involving themselves too much or too little in global markets? Is consumer sovereignty sustainable? Is the greening of the marketplace being done too slowly or too fast? How do poor consumers in developing nations perceive marketing institutions?Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text also then explains how to create compelling marketing plans designed to benefit the company, key stakeholders, and society at large. Features and Benefits: Chapters address key issues for marketing professionals in today s society such as marketing ethics, globalization, the greening of the marketplace, and social equity Mavericks Who Made It boxes highlight the success stories of marketers who have created sustainable business enterprises Mini cases in each chapter illustrate marketing scenarios from actual companies and pose related critical thinking questions Sample marketing plans and strategies for developing holistic marketing plans provide students with guidance on how to put theory into practice. Bookseller Inventory # AAX9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
66
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

7.

Peterson, Mark
Published by SAGE Publications, Inc
ISBN 10: 1412998689 ISBN 13: 9781412998680
New PAPERBACK Quantity Available: 1
Seller
Cloud 9 Books
(Wellington, FL, U.S.A.)
Rating
[?]

Book Description SAGE Publications, Inc. PAPERBACK. Book Condition: New. 1412998689 New Condition. Bookseller Inventory # NEW6.1517702

More Information About This Seller | Ask Bookseller a Question

Buy New
63.49
Convert Currency

Add to Basket

Shipping: 3.85
Within U.S.A.
Destination, Rates & Speeds

8.

Peterson, Mark
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Quantity Available: 5
Seller
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description 2012. PAP. Book Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Bookseller Inventory # KS-9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
65.59
Convert Currency

Add to Basket

Shipping: 3.07
Within U.S.A.
Destination, Rates & Speeds

9.

Mark Peterson
Published by SAGE Publications, Inc (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Quantity Available: 18
Seller
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description SAGE Publications, Inc, 2012. PAP. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # FJ-9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
60.94
Convert Currency

Add to Basket

Shipping: 9
From United Kingdom to U.S.A.
Destination, Rates & Speeds

10.

Peterson, Mark
Published by SAGE Publications Inc (2012)
ISBN 10: 1412998689 ISBN 13: 9781412998680
New Softcover Quantity Available: 3
Rating
[?]

Book Description SAGE Publications Inc, 2012. Book Condition: New. 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. Num Pages: 560 pages, Illustrations. BIC Classification: KJJ; KJS. Category: (U) Tertiary Education (US: College). Dimension: 232 x 187 x 25. Weight in Grams: 726. . 2012. Paperback. . . . . . Bookseller Inventory # V9781412998680

More Information About This Seller | Ask Bookseller a Question

Buy New
74.43
Convert Currency

Add to Basket

Shipping: FREE
From Ireland to U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book