Sustainable Enterprise: A Macromarketing Approach

Abstract

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 ..

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