Relationship-Oriented Sustainability Marketing: Concepts, Challenges, and Opportunities

By John E. Spillan, Guido Grunwald, Ali Kara

This book explores sustainability marketing through the lens of stakeholder relationship-related concepts, with a particular focus on stakeholders within global value chains, relationships with the public, and those affiliated with governmental entities. Addressing a perceived gap in the current literature, the chapters delineate contemporary challenges and propose potential solutions for each stakeholder group, prioritizing the strategic and cross-instrumental dimensions. Offering a comprehensive examination of relationship-oriented sustainability marketing in the contemporary landscape, this work will acquaint researchers with the challenges related to stakeholder engagement in sustainability marketing and advance scholarship on effectively managing stakeholder relationships.

• Format: Hardcover
• Language: English
• ISBN: 3031883489
• ISBN13: 9783031883484
• Release Date: June 2025
• Publisher: Palgrave MacMillan
• Length: 260 Pages