Integrating sustainability in business-to-business marketing
Metreveli, Alexandre Lemke, Fred Muylle, Steve Samii, Behzad
Metreveli, Alexandre
Lemke, Fred
Muylle, Steve
Samii, Behzad
Citations
Altmetric:
Publication Type
Book
Supervisor
Publication Year
2025-03-14
Journal
Book
The Routledge Companion to Marketing and Sustainability
Publication Volume
Publication Issue
Publication Begin page
Publication End page
Publication Number of pages
468
Collections
Abstract
This chapter highlights the relevance and importance of integrating sustainability in business-to-business (B2B) marketing. By adopting a holistic view of the supply chain, both vertically, from raw materials to end consumers, and horizontally, with partners and competitors, firms operating in B2B markets can comply with regulatory requirements, develop a sustainable competitive advantage, and deliver significant societal and environmental benefits. By means of a review of the relevant, recent literature and various, insightful examples, the key principles of B2B sustainability marketing are explained and illustrated, providing a contemporary, coherent, and comprehensive overview of this important development.
Research Projects
Organizational Units
Journal Issue
Keywords
35 Commerce, Management, Tourism and Services, 3503 Business Systems In Context, 3506 Marketing, 12 Responsible Consumption and Production