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2023 | Buch

Consumers, Society and Marketing

A Sustainability Perspective


Über dieses Buch

Environment and social responsibility are paramount for any modern business strategy, and the field of marketing is adapting itself to the new focus on sustainability. The study of the interface between consumers, society, and marketing is crucial for understanding the complex interactions between individuals and the products and services they consume and the resulting implications. In this book, the authors delve into the latest research and theories on the subject, providing insight into the various factors that shape consumer behavior and the broader impacts of marketing on society. Whether you are a student, professional, or simply curious about the topic, this book will provide a valuable resource for your learning and exploration.

Instead of treating ethical foundations and critical marketing perspectives separately, this book merges them and takes a broader sustainability perspective. It examines the various ways in which businesses are incorporating sustainability into their marketing strategies, and the impact these efforts are having on consumers, the economy, and the planet.

Topics covered in this book include:

Evolution of marketing thoughtCritique of marketingSustainable marketingSocial marketingEvolving consumer representations and roles, and many more


Chapter 1. Consumption and Consumer Society
This chapter explores the intricate relationships between consumption, consumer society, and marketing's substantial role in economic development. It delves into the premise of consumer sovereignty, where consumers influence various aspects such as public policy, social welfare, and environmental health through their buying patterns. The critical question posed is the definition of a sovereign consumer and how this notion leads to consumer empowerment. As consumer influence expands, businesses must reshape their interactions with customers, acknowledging that many still remain vulnerable due to particular constraints and marketing practices. Consequently, the chapter emphasizes the necessity to craft strategies that promote consumer empowerment while mitigating their vulnerabilities in the marketplace.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 2. Evolution of Marketing
Marketing necessitates an adaptive approach to its study and perspectives. Historically linked to consumerism, its role has expanded from merely optimizing production to fostering brand loyalty and other activities. This chapter highlights the need for constructive criticism of marketing to stimulate societal improvements. It delves into the evolution of marketing philosophy, challenging the notion that marketing theories add minimal practical value. It also examines the discussions surrounding marketing ethics: its potential manipulative tendencies, the intent of marketers, and the potential need for societal discussions on its changing nuances.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 3. Benefits and Detriments of Marketing
This chapter explores the dichotomy of marketing, delving into both the benefits (especially those concerning the economic system) - as well as examining the darker side of marketing, the potential negative consequences and disservices it may render to society, i.e., its disservices to society. Ultimately, methods for ameliorating and redeeming marketing’s impacts on society are identified.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 4. Ethical Marketing
The importance of ethical concerns in marketing and businesses has grown significantly over time. Most academic sources have emphasised how marketing practices are seen as unethical and unfavourable. We emphasise that to close the “ethics gap” between what society expects of marketers and what they really provide, marketing ethics must take into account cross-cultural practises and concerns as globalisation continues to alter the structure of enterprises. The chapter then examines the various marketing ethics codes. Finally, we talk about unethical marketing techniques and their consequences.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 5. Sustainable Marketing
Consumer perspectives on business responsibility have changed drastically In response, responsible businesses are now focused on developing strategies that balance economic, social and environmental impacts. This chapter traces the evolution of sustainability and sustainable marketing. It then explains why marketing has a role in developing sustainable businesses. We discuss how sustainable marketing is about creating, producing and delivering sustainable solutions with higher net sustainable value.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 6. Social Marketing
Over time, social marketing has evolved and developed. The social marketing mix is covered in this chapter, which emphasises how its explanations and interpretations differ from the traditional marketing mix. There exists a certain degree of ambiguity when attempting to delineate the boundaries between critical marketing and social marketing. Additionally, the chapter discusses social entrepreneurship and makes a distinction between it and conventional business entrepreneurship. Additionally, some social marketing initiatives are critically analysed. If handled properly, social marketing challenges can be considered as opportunities for progress.
Dilip S. Mutum, Ezlika M. Ghazali
Chapter 7. Evolving Consumer Representations and Roles
 The way consumers consume goods has changed due to growing awareness of both unethical marketing techniques and the detrimental effects of those practices on society and the environment. Depending on their level of empowerment, their personality, and the market they are in, consumers may adopt different personas and have many identities. Today, consumption is perceived as a reflection of one’s political and moral views in addition to just being an act of buying and selling. Different forms and methods of consumer activism are examined. Then, we make a distinction between various forms of consumer resistance. The chapter also discusses the rising acceptance of alternative consumption among modern consumers.
Dilip S. Mutum, Ezlika M. Ghazali
Consumers, Society and Marketing
verfasst von
Dilip S. Mutum
Ezlika M. Ghazali
Electronic ISBN
Print ISBN