chapter  3
80 Pages

Sustainable Marketing Planning

ByNeil Richardson

This chapter will reflect on how marketing planning can drive the adoption of sustainable practices. Have a degree of structure when planning, so some widely used frameworks are discussed. The steps taken in planning are common for many frameworks. Students need to be clear about the terminology, such as the difference between objectives and strategies, because this is the lexicon of marketing practitioners. The role of audits is considered, with practical examples, and many tools/frameworks are critiqued. Students are shown how to create marketing objectives and how to choose the appropriate strategy. Matters relating to implementation and control are addressed. The chapter concludes by considering the barriers to adopting sustainable marketing planning.