Sustainable Marketing - A Value-based Approach

Sustainable Marketing: A Value-Based Approach presents a comprehensive, strategically grounded framework for understanding and implementing sustainable marketing. Centered on the process of creating, communicating, and delivering sustainable customer value, it positions sustainability as a core driver of long-term competitive advantage. Dr. Dobromir Kirilov Stoyanov develops a value-based perspective that connects businesses, policymakers, and society in a shared effort to generate positive social and environmental impact. The book addresses digital-age misinformation and skepticism, equipping readers with critical thinking tools to evaluate evidence and identify credible environmental information. It introduces the concept of five sustainability gaps in consumer behavior and examines sustainability across the marketing mix, including sustainable design, innovation, life-cycle assessment, ethical pricing models, transparent communication strategies, and trust-building frameworks for long-term customer relationships. Practical tools, conceptual models, and teaching case studies make the material accessible and actionable for diverse audiences. This textbook is ideal for undergraduate and graduate students in marketing, business, or sustainability; professionals seeking to transition toward sustainable practices; educators in search of a contemporary sustainability text; and policymakers or NGO leaders exploring market-based sustainability solutions.