Green and Sustainable Marketing : A Strategic Management Perspective

Green and Sustainable Marketing: A Strategic Management Perspective is a comprehensive textbook that explores the integration of environmental sustainability and strategic marketing practices in modern business organizations. The book provides students, researchers, academicians, and industry professionals with a deep understanding of how organizations can achieve long-term competitive advantage while addressing environmental, social, and ethical responsibilities.

The textbook examines the evolution of green marketing concepts, sustainable business models, consumer environmental consciousness, and the role of strategic management in creating responsible marketing practices. It highlights how organizations can align sustainability goals with corporate vision, branding, innovation, and stakeholder expectations in an increasingly eco-conscious global marketplace. The content also discusses contemporary issues such as climate change, corporate social responsibility (CSR), circular economy, green consumer behavior, sustainable supply chains, ethical advertising, digital sustainability initiatives, and sustainable product development.

Special emphasis is placed on practical applications, strategic decision-making, and real-world case studies from national and international organizations that have successfully implemented sustainable marketing strategies. The book encourages readers to critically analyze the relationship between profitability, social welfare, and environmental stewardship while developing innovative solutions for sustainable growth.

Designed with a learner-friendly approach, the textbook includes conceptual discussions, managerial insights, case studies, review questions, exercises, and emerging trends in sustainable marketing. It serves as an essential resource for courses in marketing management, green marketing, sustainability management, business strategy, and responsible entrepreneurship.

The book ultimately aims to prepare future managers and marketing professionals to lead organizations toward environmentally responsible, socially ethical, and economically sustainable business practices in the dynamic global business environment.