Sustainability Marketing in Emerging Economies

This book addresses the environmental, social, and economic challenges that corporations in emerging economies face, focusing on sustainability marketing as a paradigm-shifting approach. Drawing from cases across several emerging economies, including South Africa, Ghana, Nigeria, and Turkey, it examines how organisations can create long-term societal value through sustainable practices.

Reflecting the increasing pressure for organisations to adopt sustainability practices, the need for this book is rooted in what organisations in emerging economies stand to gain from the adoption and implementation of sustainable marketing strategies. Chapters address consumer behaviour and demonstrate best practices for integrating sustainability into marketing strategies. The opportunities and challenges associated with implementing sustainability strategies post-COVID are also explored.

This book, therefore, offers essential pathways and shares evidence of sustainability marketing. Covering topics such as the sustainability marketing mix, social marketing, sustainable consumption, and the role of communication, it is a valuable contribution to the ongoing discussion on sustainability from the perspective of emerging economies.

Albert Anani-Bossman is a Senior Lecturer in Public Relations and Communication Management and Head of the Public Relations Department at the Faculty of Public Relations, Advertising and Marketing, the University of Media, Arts and Communication- Institute of Journalism, Ghana. He is also a communication specialist with more than 15 years of experience in marketing communication. His research interests are public relations and communication management, measurement and outcomes evaluation, organisational communication, crisis communication, integrated communication and reputation management.

Takalani Eric Mudzanani is a Full Professor of Communication Science at the University of South Africa (UNISA), where he teaches public relations. He has publications in tourism, marketing, and public relations.

Devika Pillay is a Senior Lecturer at the School of Management, Information Technology and Governance, University of KwaZulu Natal, South Africa.