Navigating Marketing Decisions for Sustainable Growth

By: Justin Paul (Editor), Sunil Sahadev (Editor), Dipak Saha (Editor), Mrinal Kanti Das (Editor)

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eText | 31 August 2026 | Edition Number 1

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In a time when consumers are more eco-aware than ever, this book provides a clear framework for businesses to make marketing decisions that not only drive profitability but also positively impact the environment and society.

Through its demonstration of how companies can thrive by integrating sustainability into their core marketing strategies, it is designed for businesses who are looking to grow responsibly in emerging markets. Divided into two parts - 'Consumer-Driven Marketing Strategy' and 'Purpose-Driven Marketing Strategy'—it emphasizes the importance of offering eco-friendly products, fostering meaningful local partnerships, and aligning marketing efforts with the values of conscious consumers. What makes this book unique is its focus on practical solutions tailored to emerging markets, where cultural, social, and environmental factors create both challenges and opportunities. Covering sectors like manufacturing and retail, it demonstrates how sustainability and smart marketing decisions can work together to drive long-term success. This is an essential resource for building a profitable, future-ready business aligned with global values.

Part of the Contemporary Management Practices series, this book will be useful to academics, research scholars, and industry practitioners who are interested in marketing, business strategy, sustainability, and environmental management, marketing management, sustainable business, consumer behaviour, business environment, strategic management, strategic marketing, and green marketing.