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Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of figures -- List of tables -- About the author -- Foreword -- Preface -- Acknowledgements -- Introduction -- 1 Marketing's headlong rush -- From Boucicaut to instant mashed potatoes -- Economic crisis or crisis of faith? -- Marketing is going around in circles -- Irresponsible supply -- 2 Complexity killed the marketing mix -- The end of the four Ps -- Prices: where are the benchmarks? -- And where can this item be bought now? -- Has advertising learned nothing? -- Competing to address the digital audience, a POEM in itself -- Advertising responsibility: progress but more can be done -- 3 The emancipated consumer -- Understanding the consumer: marketing's quest -- Consumer behaviour, a processing scheme -- Discovering the emancipated consumer -- Millennials and their followers: whose turn is it to change the World? -- 4 The brand: friend or foe? -- Mistrust at all levels -- Points of reference and contracts -- Flawed perhaps, but honest -- The brand, open 24/7 -- Defending one's name to defend one's acts -- Branding: far too serious a matter to leave to marketing pros -- 5 Implicative marketing -- Implicative marketing enables new angles of approach -- Implicative marketing: listening to the emancipated consumer -- Implicative marketing: the new company mediator -- Reflecting anew on the products and services to produce: a sine qua non for engaging in implicative marketing -- Implicative advertising, so that advertising can finally become a joining of forces -- Conclusion -- Afterword -- Bibliography -- Index.

The paper is to study the concept of green marketing and its importance in environment and the government initiative. Green marketing has gained importance among the public due to non availability of resources and high price. All the resource are scarce and human wants are increasing green marketing has gained preference to satisfy them. Most of people are aware of environment protection and they are ready to compromise with the products they buy. Main aim of the study to know the challenges faces by companies to adopt green marketing. The data's are collected from websites and analysis are made to know the present trend in green marketing in India. The government is also taking initiative to green technology and to protect it by the regulations. N. Paramesswari "Green Marketing - A Step Towards Sustainable Growth" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: https://www.ijtsrd.com/papers/ijtsrd14339.pdf

Presents theories, methods and results for enhancing techniques for more sustainable marketing and explores how sharing practices in business raises new social challenges and the ethical questions that arise as a consequence. It offers insights from some of the world experts in the area as to how tourism marketing can evolve and advance.

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value/driven strategy and mix -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing -- The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index

Purpose
– This paper aims to explore the role of marketing as a route to sustainability for social enterprises providing public services. It examines the tensions between the economic and social objectives, both of social enterprises and of marketing. It concludes by offering a new model of the role of marketing for sustainable social enterprises.


Design/methodology/approach
– This paper used the case study approach which included four cases. Semi-structured interviews were conducted with the chief executives of each social enterprise. The cases were classified by age.


Findings
– The paper demonstrates that while marketing potentially has much to offer in terms of organisational resilience for social enterprises, its application is currently undermined by its misunderstanding in practise within a "product-dominant" business logic. Despite this, the study finds a strong element of the unconscious application of marketing by social enterprises.


Originality/value
– The implications of this are discussed in the context of the "public service-dominant" business logic that is currently emerging in public management, and recommendations are made for policy and practice as to how to enhance the contribution of marketing, both to sustainable social enterprises and to public services delivery.

"In the agricultural industry, factors such as environmental degradation, resource constraints, and climate change have left traditional agricultural practices inadequate in meeting the growing global food demand. Simultaneously, the marketing landscape is evolving rapidly due to technological advancements, changing consumer preferences, and the rise of online platforms. Both agriculture and marketing are faced with the critical task of adapting and embracing sustainability in this ever-changing environment.Sustainable Practices for Agriculture and Marketing Convergence offers a comprehensive solution to these pressing issues. This book is a practical blueprint for transforming the agricultural industry and revitalizing marketing strategies in the name of sustainability. At its core, the book aims to highlight the monumental significance of sustainable agriculture in mitigating the long-standing environmental impacts of conventional farming methods. It does so by presenting real-world case studies and best practices, inspiring and motivating the widespread adoption of sustainable agriculture."--

Community enterprise demonstrates the influence of information technologies on the digital economy. Such technologies can transform the processes of economic activities at the community level, leading to sustainable growth. Digital marketing must be coordinated with the goals of community leaders and make use of current information technology in order to achieve sustainable economic goals. The main objectives of this research were to analyze the process of utilizing information technology in developing digital marketing and in the integration of knowledge for effective digital marketing platforms, both of which ultimately lead to the generation of a sustainable economy for community enterprise schemes. The study utilizes qualitative methods, providing knowledge and selecting data through the use of in-depth interviews with key-informants, and secondary research of the existing literature. The results express that "community enterprise" is different from the less organized "community action" which can die out due to lack of effective management. Local resource management by the community is powered by social and cultural elements, rather than by the government, corresponding to the goal of sustainable development. Community enterprise projects utilize local wisdom and the citizen community to bring about fundamental development, generating benefits for the community. One barrier identified by the community was that regulation is not suitable and must change to be appropriate for the current condition of the Thai economy. However, it depends on the community leaders who are carrying out the project. Another suggestion was to improve awareness and conscious understanding of the value of the local environment and local resources through and within community enterprise projects, with a key recommendation that community enterprise is also carried out with a spiritual commitment and in accordance with accepted social and cultural ideals. Communities can comply with government laws and regulations to create a ...

This paper aims to provide a better understanding of marketing issues relevant to sustainable tourism development. Marketing issues are of crucial importance for Russian regions with unique landscapes and many small towns with their ancient churches, original local museums, and other attractions. The main obstacle for sustainable tourism development in these regions is the lack of prominence and absence of right positioning for target audiences. For the Mari El Republic as one of the most prospective sustainable tourism destinations in Russia, ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can become a solid basis for positioning. The research presented in the paper will contribute to the literature on tourism marketing and sustainable regional development in emerging markets by shedding light on the Russian tourism market diversity, as well as on the uniqueness of small Russian towns and villages as attractive destinations in terms of cultural heritage, history, and ecology. It will also underline the need to understand socio-cultural specifics of tourism destinations to ensure positive impact on the prosperity of local communities that are among the most important stakeholders in destination marketing.

A mechanism for developing and implementing an international marketing strategy for an agricultural enterprise to ensure its sustainable development, a feature of which is to adapt to the new conditions of international markets, is proposed. It is proved that the introduction of a mechanism for developing and implementing an international marketing strategy for an agricultural enterprise will result in a prompt response to changes in the relevant segments of the international market environment through the development and implementation of market research and development activities, preparation of alternative and flexible management solutions aimed at ensuring the sustainable development of the agricultural enterprise.
The article develops an approach to identifying suitable markets for the export of the commodity group "1001 Wheat", where there are favorable business conditions for enterprises from Ukraine. The proposed approach is based on the application of global indicators of business conditions in international markets.
The foreign markets that demonstrate favorable conditions for doing business in them are identified, which indicates the existence of conditions that are a prerequisite for the formation and implementation of international marketing strategies to ensure the sustainable development of domestic agricultural enterprises producing the "1001 Wheat" product group in the German, Dutch, Belgian, British, Portuguese and Austrian international markets.
It is proved that the proposed mechanism for developing and implementing an international marketing strategy for an agricultural enterprise in the postwar period will promote the sustainable development of Ukrainian agricultural enterprises and the recovery of the Ukrainian economy as a whole.
Keywords: favorable business conditions, assessment of global indicators, sustainable development strategy, innovative tools for assessing potential markets, markets convergent for the export, sustainable development of enterprises

This article explores whether social enterprises are capable of fulfilling the public policy rhetoric surrounding them, to become sustainable providers of public services. It does this by examining their marketing activity within North-East England and focuses on social enterprises delivering adult social care public services. It finds that social enterprises are employing a product-dominant approach to marketing rather than a service-oriented, relationship marketing, approach. This undermines their ability to build the enduring relationships with all their key stakeholders that are the key to effective service management and fatally weakens their potential as sustainable public service providers. The article subsequently uses service theory to build an alternative model of marketing and business practice predicated precisely upon the need to build such relationships. Points for practitioners This article points to the need for public service practitioners to embrace a service orientation to the management of public services, rather than a product-dominant one derived from manufacturing. It outlines the key elements of relationship marketing in particular and highlights how this approach can contribute substantially to sustainable public service provision.