Envisioning and Developing Sustainable Enterprise

Abstract

Sustainable Enterprise: A Macromarketing Approach explains how businesses can benefit by taking a more holistic approach to the marketplace. Macromarketing—taking a systems view of the interplay between marketing and society—has had a rich history of scholarship for more than three decades. Over this time, accomplished scholars have contributed meaningfully to understanding the role of marketing in society. Traditional macromarketing topics have included quality of life, ethics, the environment, marketing systems, marketing history, and poor countries. After presenting macromarketing concepts, Sustainable Enterprise: A Macromarketing Approach uses a macromarketing lens to explain market dynamism of contemporary markets, as well as how businesses are becoming more mindful of the environment, and more mindful of poor consumers around the world. Today, businesspersons are increasingly seeking answers for how to approach new complexities of the marketplace that macromarketers have studied over the years. Sustainable Enterprise: A Macromarketing Approach is intended to help practitioners develop marketing strategies for the marketplace by tapping into the wisdom accrued by macromarketing scholars. In this way, the book is about managerial macromarketing—macromarketing for sustainable enterprise.