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Index

Abstract services, 150 , 79–80 Absurdly strong environmental Brundtland Report, 93 , 83 Bubble wrap, 89 Absurdly strong sustainability, 36 Bundling, 58 ‘Acres of wetlands’,38 Bunge, 73 Adidas, 13 Business, 3 Advertisements, 154 business-level strategy, 223–224 Advertising, 154 business-unit strategy, 223 ‘’,34 case, 41 Alphabet, 11 history of business management, Amazon, 231 4–6 Animal Lovers, 121–122 importance of economic Anthropocentric thinking, 102 sustainability in, 111–112 Apathetic consumers, 124 process reengineering, 5–6 Apple, 11 social responsibility of, 51–52 Artificial intelligence, 229–230 sustainability, 93–94 Audi, 25 sustainability in, 7, 9, 13–14 Autonomous systems, 229 transformation, 188 Business environment, 193 Balance Scorecards, 5–6 macro environment, 197–199 Bargaining power of buyers, 200–201 micro environment, 196–197 Bargaining power of suppliers, 200 Porter’s approach to sustainable Basic Browns, 135 industry analysis, 200–203 Behavioural greens, 133–134 sustainability and, 193–196 Behaviouristic management, 4–5 ‘Buy-one-get-one’ offer, 154 Benchmarking, 5–6 Buyback program, 41 Big Data, 6 Biocentric approaches, 102 C&A, 180 Biodegradable plastic, 88 Capacity to endure, 80–81 , loss of, 87 Capital, 81–82 ‘Blame it on the manager’,6 Carbon tax, 90 Blog posts, 247 Cause marketing, 22 Blogging, 140 Cause-related marketing, 22 Blue Ocean Strategy, 6 Celebrity influencers, 245 BMW, 13, 49 Centralisation, 4 Bottom-up approach, 97 Chevrolet, 49 Brand equity, 165 Chevy, 49 Branding, 163–164 chlorofluorocarbons emissions Brands, 245 (CFCs emissions), 87–88 254 Index

Co-integration of sustainability into Corporate reputation, marketing practices, 64–67 167–168 process of integration, 65–67 Corporate social marketing, 22 Co-opetiton, 201–202 Corporate social responsibility (CSR), Coca-Cola, 73, 124 6–7, 9–10, 40, 94 Coercive drivers, 9 Corporate stakeholders of Communication, 68 sustainability, 96–99 Community engagement, 98–99 Corporate strategy, 9–10 Community relations, 51–52 Corporate sustainability (CS), 40, Community volunteering, 22 93–94 Competitive advantages of and responsibility, 94 sustainability marketing, Corporate-level strategy, 222–223 203–204 Costco, 220–221 Competitive rivalry, 201–202 Cost focus, 220–221 Competitors, 197 Cost leadership, 220–221 Consequentialist approaches, 101 Cost savings, 203–204 Consumer engagement, 98 Critical management, 6 Consumer-oriented marketing, 69 Cultivated natural capital, 82 ‘Consumer’s interest, 120–121 Customer acquisition, 139–144 Consumerism, 51 strategies, 139, 141–143 Consumers, 147 Customer acquisition cost (CAC), Content marketing, 140 141–142 Conventional marketing practices. See minimizing, 142 also Database marketing, 17 Customer analysis, 212–213 capture value from customers, Customer attrition or turnover, 143 26–27 Customer churn, 143–144 eras, 19 Customer cost, 71 evolution of marketing, 20–25 Customer equity, 27 history, 18–20 Customer lifetime value (CLV), 26 Core, Co-operative, Credible, Customer relationship management Consumer Benefits, (CRM), 26 Commitment, Customer solution, Customer cost, Conversational, Convenience, and Consistency, Continuity Communication (8 Cs), 127–128 (4Cs), 54 Corn-starch, 88–89 Customer(s), 196 Corporate communication, 167 customer value marketing, 69 Corporate decision-makers, 10–11 customer-driven marketing Corporate identity, 166 strategy, 25–26 Corporate image, 166–167 relations, 26 Corporate implementation of retention, 143–144 sustainability, 217–218 satisfying customers and Corporate philanthropy, 22 promoters, 144 Index 255

Database marketing Ecological innovations in marketing, benefits, 242 52–53 challenges, 243 Ecological marketing, 22–23 and sustainability, 242–243 Ecological objectives, 69–70 Daysmarket segmentation, 120 Ecological sustainability, 6–7 Decision-makers, 211–212 Ecologically Concerned Dedicated consumers, 123 Consumer, 22–23 Degree of compromise, 137 Ecology, 112–113 Degree of confidence, 137 merging economics with Dell, 201–202 ecology, 113 Deloitte, 98–99 Economic environment, 198 Democracy, 103 Economic measures, 39 Demographic environment, 199 Economic objectives, 70 Demographic factors, 120 Economic pillar, 109 Deontological approaches, 102 Economic regeneration, 110 Desertification, 86–87 Economic sustainability, 97, 108 DHL, 234–235 e-commerce and, 232 Die Hard Greens, 121 importance of economic Differentiation, 221 sustainability in focus, 220–221 business, 111–112 strategy, 221 and sustainable regeneration, Digitalization-sustainability 109–110 convergence, 229–230 Economy, 112–113 Direct mail advertising, 154 merging economics with Disney, 17 ecology, 113 Diversity, 103 Eight Cs of sustainability branding, Division of labour, 4 127–128 ‘Doing good’,8 Email marketing, 140–141 ‘Doing well’,8 Employee engagement, 98–99 Door-to-door marketing, 19–20 Employees, attracting and Dow Chemical, 75 retaining, 204 Dusty Knuckle Pizza Company, 124 Enterprise integration, 9–10 Environmental, social, and governance E-books, 140 metrics (ESG metrics), 8 E-commerce Environmental affect, 120 and economic sustainability, 232 , 101 and environmental sustainability, Environmental measures, 39 231–232 Environmental orientation, 80 and , 232 Environmental scanning, 193 and sustainability, 230–232 Environmental sustainability. Early adopters, 122 See also Social Eco-centrism approaches, 102 sustainability, 80–81 Eco-influencers, 244 degrees of, 82–84 Eco-labels, 151 issues, 86, 88, 90 256 Index

Environmental sustainability, 97 Governance, 103 e-commerce and, 231–232 Governance pillar. See Economic pillar , 80 , 164 Equity, 103 Green consumers, 120–121, 133–135 Ethical issues in sustainability Green economics, 41 marketing, 99–103 Green hype, 155 Ethics, 99 , 23 Explicit knowledge, 183 Green materials, 89 Exposure to new markets, 204 Green products, 98 External business environment, Greenback Greens, 121 195–196 Greenbacks, 134 ExxonKnew, 67 Greener marketing, 23 ExxonMobil, 67 Greenhouse gases (GHGs), 79–80 Eye tracking, 249 , 67–68, 155 Gross domestic product (GDP), 111 Facial coding, 249 Grousers, 134–135 Fair Trade Coffee, 57 Growth share matrix (BCG), 5 Fair trade strategy, 153 Guest posting, 247 Ferrari, 49 Guides, 140 Fifth Ministerial Conference on Environment and H&M, 123, 235, 244–245 Development (MCED), 41 Health Fanatics, 121–122 Financial capability, 194 Heart rate, 249 Firms, 42–43, 51–52, 96, 154, 177–178, Heinz, 65 184, 193, 199 Henkel, 127 Fish farming, 85 ‘Higher order’ learning, 185 Focus, 221–222 Honda, 49 Food waste, 87 HP, 201–202 Ford, 49 Human capital, 81–82 Free products, 247 Human Resource movement Functional organisations, 4–5 (HR movement), 4–5 Functional resources and capabilities Humanistic management, 4–5 with sustainability, 206–207 Functional strategy, 224 IKEA, 38, 215 Impact Travel Alliance, 245 Galvanic skin response, 249 Income, 112–113 General Motors, 11 Indiana Business Research Center’s Generation Z, 67 Innovation Index, 38 Generic lists, instantiation of, 97 Individual sustainability, 97 Giordano, 18 Influencer marketing. See also Globalization, 44–45 Database marketing GLS, 234–235 benefits of, 246 ‘Going on faith’, 219 strategies, 246–247 Gold mining industry, 72 and sustainability, 244–247 Index 257

Information and communication Marketing. See also Sustainability technology (ICT), marketing, 35, 63, 169, 178 232 capability, 195 Information management, 187 customer-driven marketing strategy, Innovation, 186–187 25–26 Innovative marketing, 69 high customer value, 26 Intellectual assets, 188 intermediary, 196–197 Intentional pricing, 68 management, 17 Internal business environment, 195 marketplace and customers, 25 Internet of things, 229 mix, 70–72 mix, 148–158 Kansai Nerolac, 53–54 opportunities, 67–68 Key performance indicators profitable customer relations and (KPIs), 10 delight customers, 26 Knowledge economy, 184 segmentation, 120–121 Knowledge management (KM), social criticisms of, 53–54 183–188 social sustainability in, 95–96 practices, 183–184 socio-ecological innovation in, and , 52–53 186–188 strategy, 54 Knowledge-based system, 187–188 Maximum sustained yield (MSY), Kurzemes Piens, 7 83–84 McDonald, 17 Laissez-Faire Greens, 121 Meadowcroft, 44–45 LARQ, 234 Mega influencers, 245 Leadership, 204 Metrics to assess initiatives, 42 Lean manufacturing, 5–6 Micro business environment, 196–197 Learning organization, 188 Micro-influencers, 245 Lenovo, 201–202 Millennium Development Goals Lifestyles of Health and Sustainability (MDGs), 34 consumers (LOHAS Minimalist influencers, 245–246 consumers), 10 Modern marketing, 20 Long-term collaborations with Monadnock, 202 influencers, 246–247 Monetarism, 5–6 Lush, 143 Motive alliances, 58 Multi-sustainability brands, 128 Macro business environment, 197–199 Naive consumers, 124 Man-made capital, 81–82 Nano influencers, 245 Market drivers, 9 National Research Council (NRC), 35 Market segmentation, 120 Natural capital, 81–82 Market transformation, Natural environment, 51 10–11 Negative labels, 151 Marketers, 17, 20, 89, 147, 169 Nestle, 13 258 Index

Neurological tools and sustainability, Planet passionates, 120–122 248–249 Point of sale, 155 Neuromarketing and sustainability, Political, economic, social, 247–249 technological, legal and New Right, 5–6 environmental analysis New sustainability brands, 128 (PESTLE analysis), 213–214 Nike, 13, 17, 21, 74, 123 Political environment, 197–198 Nissan, 49 Pollution, 87–88 Non-anthropocentric approaches, 102 Pollution Prevention Pays, 74 Non-governmental organizations Popular and individualized (NGO), 98–99, 184 management, 5–6 Porsche, 25 Ocean fishing, 85 Porter’s approach to sustainable Olive, 233 industry analysis, 200–203 One-time use labels, 151 Porter’s competitive strategy, 220–222 Ooho, 125 cost leadership, 220–221 Operations capability, 194–195 differentiation, 221 Organic search marketing, 140 focus, 221–222 Organic social media, 140 Porter’s Five Forces model, 200, 203, Organigrams, analysis of, 97 214 Organisational goals, 17 Post-Consumer Waste (PWC), 88 Organization for Economic Potential Greens, 134 Co-operation and Price, 151 Development (OECD), 41 Price/customer cost, 55 Organizational learning, 177–178 Prima facie duty, 102 Organizations, 18–19, 44, 80, 96, 239 Primary stakeholders, 96 ‘’, 6, 33, 79–80, Procter & Gamble (P&G), 17, 74, 123 93 Product, Price, Place and Promotion (4Ps), 54, 70, 148 Packaging, 89 Product positioning, 125–128 Packhelp, 231 Product-related services, 150 Paid search marketing, 140 Product/customer solution, 55 Paid social media, 140 Products, 196 Passive consumers, 125 Profitability, 108–109 Passive group, 125 Promotion/communication, 56 Patagonia, 12 Psychographic factors, 120 Pay-per-click. See Paid search Public relations, 154–155 marketing Puma, 89 PWC Recycled Paper and cardboard, 88 Quality of life, 103 Pepsi, 202 PepsiCo, 199 Rana Plaza disaster, 96 Personal selling, 155 , 84 Place/convenience, 55–56 Reduced risk, 204 Index 259

Regulatory environment, 198 Social cohesion, 103 Repurposed packaging, 89 Social criticisms of marketing, 53–54 Reputation, 204 Social drivers, 9 Resource drivers, 9 Social innovations in marketing, 52 Resource loops, 151 Social marketing, 20–22 Responsible business practices, 22 Social measures, 39 Resultative services, 150 Social media, 98 Return on Investment (ROI), 141 Social media marketing, 140 Revenues, 70 and sustainability, 243–244 Reverse logistics, 156–157 Social objectives, 70 Rhude, 67 Social responsibility Right to be heard, 51 of business, 51–52 Right to be informed, 51 of businessmen, 40 Right to choose, 51 Social sustainability, 94, 96–97 Right to safety, 51 dimensions or issues, 103 ‘Rio Declaration on Environment and e-commerce and, 232 Development’,34 in marketing, 95–96 Robotics, 229 Societal marketing, 20, 22, 69 Socio-cultural environment, 197 Sainsbury, 231 Socio-ecological balance, 50–51 Sales promotion, 154 Socio-ecological innovation in SAP, 244 marketing, 52–53 Satisfaction of customer needs, 70 Soil exploitation and overbuilding, 87 Scepticism, 169–170 SPARK Neuro, 248 Scientific Certification Systems, 98 Specific, Measurable, Achievable, Scientific management, 4 Relevant and Time-bound Search engine optimization (SEO), 140 (SMART), 12 Search engine results page (SERP), 140 Sponsorship, 155 Search marketing, 140 Sprint, 41 Seat, 25 Sprouts, 134 Secondary stakeholders, 96 Stakeholders, 6, 96 Segmentation, 120 approaches for stakeholder Sense-of-mission marketing, 69 identification, 96–99 Services substituting product, 150 engaging, 97 Shareholder value, 5–6 theory, 40 Sharp, 98–99 Standardization, 4 Sheyn, 235 Starbucks, 157 Situation analysis, 212–216 ‘Starting with plan’, 219 factors, 212 Strategic management, 5 importance, 215–216 Strategic planning, 5 steps, 212–213 Strategic pricing strategies, 152–153 tools, 213–215 Strategic promotion approach, 154 Six Sigma, 5–6 Strategic sustainability marketing, Smart, 49 178–182 260 Index

Strategy content and sustainability, phases, 9–11 222–224 pricing, 152 Strategy Maps, 5–6 strategy, 164 Strong environmental sustainability, 83 theories, 40–41 Strong sustainability, 36 tips for marketing to types of Suppliers, 197 sustainable consumers, Supply chain Sustainability, 205–206 129–130 Sustainability, 6–7, 10, 44–45, 63–64, types, 35–36 93, 99, 107, 119, 148, 158, value chain, 205–206 163 in value chains, 206 barriers in positioning sustainability Sustainability brand(ing), 164–165 products, 128–129 development, 128 barriers to, 42–44 extension, 128 of , 182 integration, 164–165 and brand equity, 165 and scepticism, 169–170 in business, 7–9 strategy, 168–169 and business environment, 193–196 Sustainability goal setting, 218–219 challenges in business, 41–42 audience, 218–219 of community/society/ethno-sphere, conduct extensive research, 219 181–182 motivation, 218 and consumption, 35 weigh options, 219 corporate communication, 167 Sustainability marketing, 24–25, 54, and corporate identity, 166 63–64, 120–121, 147, and corporate image, 166–167 217–218 and corporate reputation, 167–168 advantages, 72–76 corporate stakeholders of, 96–99 avoiding, 58 dimensions, 107–108 challenges for, 240–241 e-commerce and, 230–232 co-integration of sustainability into of employees, 180–181 marketing practices, 64–67 engagement, 98 competitive advantages of, 203–204 functional resources and capabilities corporate image-related challenges, with, 206–207 241 influencers, 244 environment and, 80–84 and influencers, 245–247 evolution framework, 21 integration of three pillars of, integration of business strategy and 113–115 sustainability goals, 216–218 line extension, 128 market-related challenges, 240–241 management, 218 mix strategies, 147 and marketing mix, 70–72 myopia, 56–58 and natural capital, 81–82 operational challenges, 241 in online shopping, 234–235 Porter’s competitive strategy, operations, 217 220–222 opportunities, 67–68 principles of, 69 of organization, 180 and product positioning, 125–128 Index 261

profitability and, 108–109 Sustainable regeneration, 109–110 situation analysis, 212–216 Sustainable solution, 71, 148, 151 strategy content and sustainability, Sustainable travel influencers, 245 222–224 Sustainable web design, 90 values and objectives, 69–70 SWOT analysis, 5, 213 Sustainability SWOT analysis (sSWOT), 214–215 Tacit knowledge, 183 Sustainable brand(ing), Tactical strategies, 152 125, 164 Takeovers, 247 positioning, 125 Target market, 119–120 strategy, 168–169 Technical sustainability, 97 practices, 99 Technological environment, 198–199 Sustainable business strategy, 11–14 TerraCycle, 123 Sustainable communication, Tesla, 11, 13, 202–203 71, 153, 156 The Not So Green consumers, 121 Sustainable consumer, 133, Think Green Consumers, 134 135–136 Threat of new entry, 202–203 behaviour, 136–139 Threat of substitution, 202 customer acquisition, 139–144 3D farming, 85 , 133 3M, 74 Sustainable cost, 71, 151, 153 Three pillars of sustainability, 6–7 , 68 Three Ps of sustainability, 37 Sustainable development, 6, 93, Three Rs (Reduce, Reuse 109–110, 186, 188 and E-cycle), 124 developing period, 34–35 Tiffany, 221 embryonic period, 32–33 TOMS, 231 molding period, 33 Top-down using sustainability phases of, 32–35 dimensions, 97 to , 35 Total quality management (TQM), 5–6 Sustainable E-commerce, 232–234 ‘Towards Green Growth’,41 communicating, 235–236 Toyota, 13, 17 influencers, 245 Traditional marketing, 54 Sustainable marketing, 23–24 Transparency, 14, 68 Triple bottom line approach (TBL), targeting audience in, 121–125 36–37, 39, 163 targeting consumers on internet, calculating, 37–39 122–125 framework, 95 ways to appeal to different True Blues, 134 consumer segments, True Browns, 134 121–122 True-Blue Greens, 121 Sustainable organization, 183 Trust, 232 Sustainable placement and Twitter, 98 distribution, 71–72, 156, 158 2degrees, 42 262 Index

UN Sustainable Development Goals Virtue ethics, 102–103 (SDGs), 38 Volkswagen, 25 Unilever, 13, 38, 65, 123 Unique selling point (USP), 164 Walmart, 220–221 United Nation Environment Weak environmental sustainability, Programme (UNEP), 41 82–83 United Nations (UN), 79–80 Weak sustainability, 35–36 United Nations Millennium, 34 Whirlpool, 10 World Commission on Environment Value chain and Development (WCED), stages of, 205 33, 79–80 sustainability in, 206 Value Innovation, 6 Zara, 245 Valuing Natural Capital initiative, 42 Zero-waste influencers, Videos, 140 245–246