Sustainable Management - Marketing Perspective. Essence, Determinants and Manifestations - Onepress
ISBN: 978-83-781-4826-5
stron: 100, Format: ebook
Data wydania: 2020-10-19
Księgarnia: Onepress
Cena książki: 21,30 zł
The reviewed work, according to its author, aims to „start a discussion on the innovative approach to management, which will lead to the reorientation of management activities so that they take into account the concept of sustainability as a new management imperative”. (…) The author recognizes contemporary challenges for business management in the conditions of the new economy and globalization. The review of the theory and practice of management presented in the work is the starting point for the indication of the need to change the paradigm of Foreword functioning of modern enterprises and to seek the relationship between sustainability (including in particular marketing) and their market success.
The publication may be really useful in the education of contemporary managers. (…) The study contains wide, comprehensive and state-of-the-art knowledge in the field of management in modern economy and marketing as an organization’s activity. (…) The reviewed monograph, after minor formal changes, can successfully fill the gap in knowledge in the field of social and ethical responsibility of enterprises and managers, in particular in the field of marketing. It can become a valuable position recommended to students of management, but also at numerous postgraduate programs in management and marketing as well as MBA studies.
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Spis treści
Sustainable Management - Marketing Perspective. Essence, Determinants and Manifestations eBook -- spis treści
Foreword 7
Introduction 9
Chapter 1. The essence of sustainable management 13
1. Conditions 13
2. Towards responsibility 20
2.1. Business ethics in the world without borders 21
2.2. Social responsibility 26
3. The essence of sustainable management 27
4. Challenges facing sustainable management 31
Chapter 2. The role and place of marketing in the concept of management of sustainable
enterprise 41
1. The prerequisite of responsible marketing is trust-based relationships 42
2. Evolution of marketing towards sustainability 45
3. Ethical aspects of marketing 47
4. Marketing inspired by social responsibility 48
5. Sustainable marketing – a necessity resulting from the development of the global economy 51
6. Towards sustainable marketing 53
7. Development of the theory of sustainable marketing 56
8. Consumption as a challenge for sustainable marketing 58
9. The art of marketing as the art of building a brand that communicates sustainable values 69
9.1. Attributes of a sustainable brand 69
9.2. Brand image 70
9.3. Perceived brand value 71
9.4. Brand awareness 72
9.5. Brand loyalty 74
9.6. Brand communication 76
Chapter 3. Responsible leadership as a prerequisite for implementing sustainable management 78
1. Features of an outstanding leader 80
2. Social responsibility and ethics of the leader 86
3. Responsibility of the leader in ethical and emotional dimensions 88
Epilogue 91
Bibliography 93