This book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable. This book explores the practise of marketing for societal benefit through real-life case studies. It provides a critical understanding of marketing approaches such as social marketing, sustainability marketing, and other practises of a similar nature. This book is made up of both long and short real-life cases from various industries, with varying degrees of difficulty.
- ISBN:
- 9789811944567
- 9789811944567
-
Category:
- Sales & marketing
- Format:
- Hardback
- Publication Date:
-
04-02-2023
- Publisher:
- Springer Verlag, Singapore
- Country of origin:
- Singapore
- Pages:
- 564
- Dimensions (mm):
- 210x148mm
- Weight:
- 0.91kg
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