Dealing with Socially Responsible Consumers: Studies in Marketing

Bhattacharyya, Jishnu

This book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable. This book explores the practise of marketing for societal benefit through real-life case studies. It provides a critical understanding of marketing approaches such as social marketing, sustainability marketing, and other practises of a similar nature. This book is made up of both long and short real-life cases from various industries, with varying degrees of difficulty.

Details

Published by: Palgrave Macmillan

Publication Date: 2024-01-03

Format: Paperback

ISBN-13: 9789811951282

DOI: 10.1007/978-981-19-4457-4

Dimensions: 235cm x155cm

Pages: 564