“Sustainable Marketing Management – Grundlagen und Cases” (“Sustainable Marketing Management – Fundamentals and Cases”) is the title of a new book co-edited by Prof. Dr. Manfred Kirchgeorg of HHL Leipzig Graduate School of Management and other renowned scientists. It represents an integrated examination of sustainable corporate leadership in the field of marketing management from the point of view of academia and practice. The work is so relevant because of corporate social responsibility, which has been the subject of discussion for quite some time now. This mainly results from changing framework conditions of the globalized economic systems and the national and international competition in the acquisition and sales markets, which accelerated as a consequence, climate and demographic changes, pollution of the environment, shortage of natural resources, growing digitalization and, last but not least, the emptying of treasuries, which led to social benefits being axed.
The collection edited by Prof. Dr. Manfred Kirchgeorg (HHL), Prof. Dr. Heribert Meffert (WWU University of Münster/HHL) and Prof. Dr. Peter Kenning (Heinrich Heine University Düsseldorf) aims to define the concept of sustainable management from a scientific perspective to counteract the dilution of the meaning of this term and related ones. Moreover, the reader is presented with abridged examples of best practice following the steps of the decision-oriented management approach (goals, strategies, implementation, monitoring) from research and practice. These practical examples are derived from cases from the banking sector as well as the communication, automotive and consumer goods industries. They will inspire readers to compare their own (entrepreneurial) actions and, if necessary to readjust and realign them.
The book, issued by Springer Gabler Verlag publishing house, addresses experts and executives in marketing in addition to students and lecturers of business administration and especially marketing.
The editors, representing three different generations, systematically connect results from science and practice. Their goal is to provide impetus for the knowledge transfer between these two categories to enable innovative and effective implementation of sustainable marketing in everyday business to progress even further.
Prof. Dr. Manfred Kirchgeorg holds the SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management at HHL Leipzig Graduate School of Management. He pioneered the initiation of research projects for market-oriented environmental management in the 1980s and has since continued to examine research questions related to sustainable marketing.
Meffert, Heribert, Kenning, Peter, Kirchgeorg, Manfred (editors)
Sustainable Marketing Management – Grundlagen und Cases
Springer Gabler 2014, XVI, 467 pages, 143 figures
ISBN: 978-3-658-02436-9 (print), 978-3-658-02437-6 (online)
SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management at HHL Leipzig Graduate School of Management
The team surrounding Prof. Dr. Manfred Kirchgeorg at the SVI-Endowed Chair of Marketing, esp. E-Commerce and Cross-Media Management at HHL Leipzig Graduate School of Management has based its research on four fields of competency: Cross-Media Management, E-Commerce, Sustainability Marketing and Holistic Branding. The research philosophy at the chair is characterized by the mutual interconnection of these fields, which results in unique research projects with a high relevance for the business practice. www.hhl.de/marketingmanagement