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Sustainable Enterprise: A Macromarketing Approach

by Mark Peterson SAGE Publications, Inc
Pub Date:
Pbk 560 pages
AU$167.00 NZ$173.04
Product Status: In Stock Now
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Sustainable Enterprise: A Macromarketing Approach goes beyond the internal firm strategies of micromarketing and the “four Ps” to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In a globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects.


Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as: How do firms use sustainability concepts to navigate their firms in global business today? Why do markets change? How can firms conduct business profitably with the environment in mind? How can firms conduct business profitably with poor consumers in mind?


Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text explains how firms can approach the marketplace to benefit the company, key stakeholders, and society at large. The result is a one-of-a-kind book that successfully explores macromarketing for sustainable enterprise.  



•A focus on marketing strategy and entrepreneurship—not “business as usual”—helps readers understand why markets change, as well as the role of entrepreneurial firms in this change process.  

•Opening vignettes introduce each chapter, drawing readers into the content by presenting a challenge or dilemma faced by a real person.  

•Chapter-ending “Mavericks Who Made It” mini cases summarize chapter content by featuring an entrepreneur’s story of trial and success.  

•Four sets of questions in each chapter guide readers to deeper learning, provide more meaningful homework assignments, and facilitate richer classroom discussions.  

•An actual sustainable entrepreneur’s business plan (online) helps readers more fully understand the importance of an effective business plan and provides them with an example of the information they will need in order to generate figures and tables when completing their own business plan projects.


I. Macromarketing for Sustainable Enterprise
1. 21st Century Micro and Macro Issues
2. How Efficient and How Effective are Markets?
3. Marketing and Society
4. Stakeholders in Marketing
5. The Role of Business in Society
6. The Role of the State in Society
II. Enterprise with Market Dynamism in Mind
7. Contemporary Consumers
8. Collaborative Leadership
9. Globalization
III. Enterprise with the Environment in Mind
10. The Environmental Imperative
11. Environmentally-Oriented Business
12. Sustainable Entrepreneurship
IV. Enterprise with Equity in Mind
13. Developing Markets
14. Poverty Alleviation
V. The Future of Marketing is Macromarketing
15. Venturing into the Future of Market-Based Sustainability

Dr. Peterson received his Ph.D. in marketing from Georgia Tech in 1994 and joined the University of Wyoming faculty in Fall 2007 where he teaches doctoral, MBA, and undergraduate students. He previously taught at the University of Texas at Arlington. His research interests include marketing and society issues, research methods, as well as international marketing. He is an associate editor for the Journal of Macromarketing, and has served as Secretary/Treasurer of the Macromarketing Society. He currently serves on the board of directors for the Macromarketing Society, and the International Society for Quality of Life Studies (ISQOLS). His research has been published in such outlets as Journal of Macromarketing, Journal of Academy of Marketing Science, Journal of Public Policy and Marketing, Journal of Advertising, Journal of Advertising Research, Entrepreneurship Theory and Practice, Journal of International Marketing, Journal of Business Research. Dr. Peterson was a Fulbright Scholar at Bilkent University in Ankara, Turkey in 2006. Mark is a founder of Silk Road Success!, a social entrepreneurship venture to boost global business skills in countries of the Old Silk Road.