Social and Sustainability Marketing: A Casebook for Reaching Your Socially Responsible Consumers Through Marketing Science

Experts in the field of economics, management science, and particularly in the marketing domain, have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns. But, the level of existing literature and availability of teaching cases reflects a dearth of real case studies specially focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training next generation leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculum under the umbrella of different titles such as social marketing, green marketing, and sustainability marketing. The relevance of these studies are increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover few review articles for an overview of the recent developments in the study area. With these case studies, collection of questions, teaching materials, and real-life marketing scenarios, this book offers unique source of knowledge to marketing professionals, students, and educators across the world. . The main objective of this case book is to understand the applicability of marketing science (marketing for social good context; like social marketing, sustainability marketing) in internet marketing related to e-buying behaviour and e- WOM. In addition, it illustrates the various types of existing marketing practices that are relevant both from the theoretical and practical points of view in this electronic era as well as discuss other non-electronic marketing practices, and focus on the consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by the social marketing and the sustainability marketing, through both the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses. Essentially, this book helps practitioners to develop a critical understanding of the social marketing, sustainability marketing, and allied strategies used in marketing. The case studies presented focus on creating, communicating and delivering customer value to socially responsible consumers through various marketing strategies, processes and programs. By illustrating a range of actual marketing situations, this case studies help readers acquire the skills they need to make informed marketing decisions.