As authors, writing Marketing Management for Sustainability (Volume – II) has been more than an academic endeavour; it has been a deep dive into the heart of modern business. We live in an era where commercial success and societal well-being are increasingly intertwined. This volume offers a roadmap for marketers navigating this vital landscape.
With years of experience in marketing, we’ve seen its power to shape perceptions, drive behaviour, and create value. Yet, we also recognise the need to wield this power responsibly, with a keen awareness of its broader impact. This book stems from our belief that sustainable practices, from circular economy models to carbon-neutral strategies, are essential to 21st-century marketing management.
We re-examine core marketing strategies through a sustainability lens. From Product and Pricing to Placing and Promotion, we show how sustainable thinking embeds resilience and purpose into every decision. We highlight People – The Human Element in Marketing, emphasising empowered individuals and ethical leadership. Process and Physical Evidence reveal how operations and touchpoints reduce environmental footprints. Partners – The Strategic Pillar of Sustainable Marketing emphasises the need for collaboration across value chains. The Planet in Marketing Management and Sustainability champions environmental stewardship, while GMS and ASEAN Markets, Entering Foreign Markets, and Globalisation and The Global Market Place explore global dynamics. Finally, AI for Sustainable Marketing looks to the future of ethical, efficient practices.
This book is more than a textbook – it’s a call to rethink, innovate, and lead with purpose. Whether you are a student shaping the marketing future, a professional greening your strategies, or an entrepreneur building a sustainable venture, we hope these pages offer valuable insights and practical frameworks.
Contents –
1. PRODUCT STRATEGY
1.1 What is a Product?
1.2 Levels of a Product
1.3 Marketing of Services
1.4 Differentiating the Offerings
1.5 Product Life Cycle
1.6 New Product Development
2. PRICING STRATEGY
2.1 What is Pricing
2.2 Various Names and Various Forms of Prices
2.3 Factors Affecting Pricing
2.4 The Company’s Pricing Objectives
2.5 Pricing Methods
2.6 Geographical Pricing
2.7 International Pricing
2.8 Discriminating Pricing
2.9 Adjusting Prices
2.10 Promotional Pricing
3. PLACING OR DISTRIBUTION STRATEGY
3.1 Strategic Logistics
3.2 Key Aspects of Strategic Logistics
3.3 Activities Involved in Logistics and Supply Chain Management
3.4 Channels of Distribution for Consumer Goods (B2C)
3.5 The Functions of Wholesalers
3.6 The Functions of Retailers
3.7 Channels of Distribution for Business Goods (B2B)
3.8 Push and Pull Strategies in Distribution
3.9 Vertical Marketing System
3.10 Importance of Strategic Logistics
3.11 New Concepts in Logistics – Logistics 4.0
4. PROMOTION STRATEGY
4.1 Marketing Communication Mix
4.2 Marketing Communication Objectives
4.3 The Communication Process Model
4.4 Effective Marketing Communication Process
4.5 Push and Pull Strategies in Marketing Communication
4.6 Advertising
4.7 Publicity and Public Relations
4.8 Special Sales Promotion
4.9 Event Organising
4.10 Personal Selling by Sales Force
4.11 Company’s Website and E-Commerce
4.12 Buzz Marketing and Viral Marketing
4.13 Digital and Social Media Marketing
5. PEOPLE: THE HUMAN ELEMENT IN MARKETING
5.1 Definition of “People” in Marketing
5.2 Significance of the People Component
5.3 Core Dimensions of the People Component
5.4 Theoretical Foundations: Stakeholder Theory and the Service-Profit Chain
5.5 Psychological Foundations: Motivation, Identity, and Meaning
5.6 People Marketing in the Digital Ecosystem
5.7 Case Studies: Indian Brands Practicing People-Centric Marketing
5.8 People and the Sustainable Development Goals (SDGs)
5.9 Diversity, Equity, and Inclusion (DEI)
5.10 Pitfalls of Superficial DEI
5.11 Organisational DEI Practices
5.12 People Intelligence
5.13 Internal Marketing: Employees as Internal Customers
5.14 Building Brand Communities: Turning Customers into Advocates
5.15 Measuring the ROI of People-Centric Marketing
5.16 When People are Ignored: Case Studies in People
5.17 Features of People-Oriented Marketing
5.18 Types of People in the Marketing Context
5.19 Strategic Approaches to People Marketing
5.20 Real-World Examples (2023-2024)
5.21 Challenges in People-Oriented Marketing
5.22 Solutions and Best Practices
5.23 Technology in People-Oriented Marketing
5.24 The Future of People in Marketing
6. PROCESS IN SUSTAINABLE MARKETING
6.1 Introduction to the Process in Marketing
6.2 Defining the Process
6.3 The role of Process in Marketing Management
6.4 Sustainability in the Process
6.5 Frameworks for designing Sustainable Processes
6.6 Case Studies in Sustainable Processes
6.7 Challenges in implementing Sustainable Processes
6.8 Strategies for optimising Sustainable Processes
7. PHYSICAL EVIDENCE: SHAPING SUSTAINABLE VALUE
7.1 Introduction to the Physical Evidence in Marketing
7.2 Defining the Physical Evidence
7.3 Key Components of the Physical Evidence
7.4 Evolution of Physical Evidence
7.5 The role of Physical Evidence in Marketing Management
7.6 Physical Evidence in Different Sectors
7.7 Sustainability in the Physical Evidence
7.8 Why Sustainability Matters in Physical Evidence
7.9 Frameworks for Designing Sustainable Physical Evidence
7.10 Case Studies in Sustainable Physical Evidence
7.11 Challenges and Strategies in Implementing Sustainable Physical Evidence
7.12 Integration with Marketing Strategy
8. PARTNERS – THE STRATEGIC PILLAR OF SUSTAINABLE MARKETING
8.1 Understanding Partners in the Sustainable Marketing Framework
8.2 The Evolution of Partnerships in Sustainable Marketing
8.3 Strategic Categories of Marketing Partners
8.4 Frameworks for Building Sustainable Partnerships
8.5 Characteristics of Effective Sustainable Partnerships
8.6 Strategic Benefits of Sustainable Partnerships
8.7 Navigating Challenges in Partnership Management
8.8 Metrics for Assessing Partnership Effectiveness
8.9 Digital Transformation in Partner Collaboration
8.10 Local and Global Partnership Dynamics
8.11 Emerging Trends in Sustainable Partnerships
8.12 Best Practices for Partnership Success
9. THE PLANET IN MARKETING MANAGEMENT AND SUSTAINABILITY
9.1 Defining the Planet
9.2 Historical Evolution
9.3 The Role of Planet in Marketing Management
9.4 Sustainability and the Planet
9.5 Frameworks for Implementing the Planet
9.6 Case Studies in the Planet
9.7 Challenges in Implementing the Planet
9.8 Strategies for optimising the Planet
10. GMS AND ASEAN MARKETS – A DYNAMIC ECONOMIC FRONTIER
10.1 Introduction to GMS And ASEAN: A Global Economic Powerhouse
10.2 Economic Significance of GMS and ASEAN
10.3 Three Layers of Market Opportunities
10.4 Economic Waves: Balancing Development Paradigms
10.5 GMS Cooperation: Pillars of Regional Progress
10.6 Asean Cooperation: Building a Unified Community
10.7 External Partnerships: Global Reach
10.8 Strategic Outlook and Conclusion
11. ENTERING FOREIGN MARKETS
11.1 Strategies used for Tapping Foreign Markets
11.2 Indirect Exporting
11.3 Direct Exporting
11.4 Getting Payment for Exports
11.5 INCOTERMS 2020
11.6 Using Exhibitions and Global Web to Enter Foreign Markets
11.7 Licensing
11.8 Franchising
11.9 Joint Venture
11.10 Foreign Direct Investment or Wholly Owned Foreign Enterprise (WOFE)
11.11 Piggybacking
11.12 Turnkey Projects
11.13 A Greenfield Investment
12. GLOBALISATION AND THE GLOBAL MARKETPLACE – A SUSTAINABLE PERSPECTIVE
12.1 Understanding Globalisation in 2025
12.2 The Geographical Reach of Globalisation
12.3 The World Trade Organisation: Shaping Global Trade
12.4 The International Monetary Fund: Stabilising Global Finance
12.5 Marketing in a Global Sustainable Marketplace
12.6 The Largest Economies and Asia’s Rise
12.7 Strategic Outlook: A Sustainable Global Future
13. ARTIFICIAL INTELLIGENCE FOR SUSTAINABLE MARKETING
13.1 What is AI in Sustainable Marketing?
13.2 How AI drives Sustainable Marketing
13.3 Understanding Customers with Precision
13.4 Personalising Campaigns for Impact
13.5 Optimising Resources and Supply Chains
13.6 Promoting Ethical and Sustainable Practices
13.7 Benefits of AI in Sustainable Marketing
13.8 Challenges of AI in Sustainable Marketing
13.9 AI in Action: Real-World Examples
13.10 The Future of AI in Sustainable Marketing
13.11 Strategic Outlook: Building a Sustainable Tomorrow
