Sustainable Marketing Planning

Cover -- Half Title -- Title -- Copyright -- Contents -- List of figures -- Introduction -- 1 Why Sustainable Marketing? -- Marketing - a definition -- 1.1 Sustainable marketing and its influences -- Sustainability - a historical perspective -- Stakeholder theory -- Strong stakeholder theory versus weak stakeholder theory -- Friedman versus Freeman -- Corporate Social Responsibility (CSR) -- Wicked problems -- Social Marketing -- Defining sustainability -- Sustainability and business -- Sustainable Marketing -- 1.2 Sustainability . . . the new organisational orientation -- Market orientation - a definition -- Benefits of adopting a market orientation -- 1.3 Critical marketing -- Corporate Social Irresponsibility (CSI) -- Identity -- The negative side of loyalty -- Myths perpetuated by (or about) marketers -- 1.4 Corporate values versus customer-centric values -- Corporate values -- The Value Proposition (VP) -- Consumer values -- Co-creating value -- 1.5 The sustainable consumer and buyer behaviour -- Norms -- The elusive sustainable consumer -- The consumer (B2C) Decision-Making Process (DMP) -- Individual internal human influences -- Other human factors -- Consumer purchasing scenarios -- The planet and the consumer DMP -- Organisational buying behaviour . . . the B2B market -- Influences on business buyers -- 1.6 Sustainable marketing research -- Cognitive processing . . . or chunking -- Areas of marketing research -- Market research and the sales department -- Academic research -- Higher concepts -- The research process -- The research question (RQ) -- Research objectives (ROs) -- The research plan -- Topic guide -- Primary data versus secondary data -- Data collection -- Questionnaires -- Questionnaire validity -- Pilot questionnaires -- Sources of questionnaire bias -- Problems with green questionnaires -- Focus groups -- Interviews.