Sustainable Enterprise

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