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Sustainable Enterprise

Sustainable Enterprise
A Macromarketing Approach

October 2012 | 560 pages | SAGE Publications, Inc
This book is appropriate for the following courses:
  • Sustainable Enterprise
  • Sustainable Business Practices
  • Sustainability
  • Marketing Society
  • Social Marketing
Sustainable Enterprise: A Macromarketing Approach goes beyond the internal firm strategies of micromarketing and the “four Ps” to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In a globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterson engages students with questions such as: How do firms use sustainability concepts to navigate their firms in global business today? Why do markets change? How can firms conduct business profitably with the environment in mind? How can firms conduct business profitably with poor consumers in mind? Based on the premise that firms using holistic marketing strategies are better able to assess risks and identify opportunities, this text explains how firms can approach the marketplace to benefit the company, key stakeholders, and society at large. The result is a one-of-a-kind book that successfully explores macromarketing for sustainable enterprise.

Want to learn more? Visit the author's blog at

I. Macromarketing for Sustainable Enterprise
1. 21st Century Micro and Macro Issues
2. How Efficient and How Effective are Markets?
3. Marketing and Society
4. Stakeholders in Marketing
5. The Role of Business in Society
6. The Role of the State in Society
II. Enterprise with Market Dynamism in Mind
7. Contemporary Consumers
8. Collaborative Leadership
9. Globalization
III. Enterprise with the Environment in Mind
10. The Environmental Imperative
11. Environmentally-Oriented Business
12. Sustainable Entrepreneurship
IV. Enterprise with Equity in Mind
13. Developing Markets
14. Poverty Alleviation
V. The Future of Marketing is Macromarketing
15. Venturing into the Future of Market-Based Sustainability

A major strength of the book is that it successfully ties sustainability to the success of enterprises, and thereby, to the potential success of students in the marketplace. In my view, the focus on sustainable enterprise is effective.

Shelby D. Hunt
Jerry S. Rawls and P. W. Horn Professor of Marketing in the Rawls College of Business at Texas Tech University

Macromarketing deals with the biggest and most important questions facing business and marketing. For the past couple of decades, there has been a drift away from these seminal concerns. Mark Peterson's path breaking book nudges marketers back in the right direction by connecting macro analysis with visionary leadership and successful entrepreneurship.

Gene R. Laczniak
Department of Marketing, Graduate School of Management, Marquette University

The critical and developmental modes of macromarketing thought have in common their opposition to the managerialist perspective. It is this position that Sustainable Enterprise: A Macromarketing Approach argues against by advocating a middle ground between the managerialist and critical perspectives. The middle ground advocated in the book asserts that firms have a social responsibility, but gives preference to entrepreneurial solutions over an explicit call for government intervention.

Alexander E. Reppel
Marketing at the School of Management, Royal Holloway, University of London

Great book! Just finished the last chapter and I must say I am most impressed. The scope is truly overwhelming and any reader will learn a great deal. Lots of interesting illustrations and the references are remarkably recent.

Stanley J. Shapiro
Simon Fraser University

...Dr. Mark Peterson’s book, Sustainable Enterprise: A Macromarketing Approach is a timely addition to the emerging, inter-disciplinary body of literature on sustainability. The macromarketing approach of the book augurs well with the triple bottom line orientation (people, planet and profit) that’s being embraced [by] a growing number of organizations worldwide. Through its contributions to marketing education, marketing practice, and research in marketing, the book has the potential to shape future marketing thought.

Rajan Varadarajan
Distinguished Professor of Marketing and Ford Chair in Marketing & E-Commerce, Mays Business School at Texas A&M University

Enjoyable and inspiring! The book provides a refreshing, positive perspective on marketing’s role in sustainable business. Mark Peterson does a great job of connecting academic frameworks with business practice, and peppers the book with timely examples of the significant progress that enterprises are making toward achieving sustainability. The macromarketing perspective separates this book from others and facilitates the connection between day-to-day marketing decision making and the big picture of how we can be a part of making business better.

Ken Manning
Colorado State University

This is a valuable reading for my post-graduate Contemporary Marketing module. I will use it along with the "Social Marketing: Changing Behaviors for Good" by Lee & Kotler (2015) - SAGE pubs.

Dr Nikolaos Stylos
Marketing, Innovation, Leisure and Enterprise , Wolverhampton University
January 20, 2016

This book worked well in the contemporary marketing module - post graduate level.

Will be using again next year.

Miss Elizabeth Heyworth
Wolverhampton Business School, Wolverhampton University
June 17, 2015

This is a great book for both business and marketing post-graduate students. It combines theoretical underpinnings of sustainability & sustainable development with real case studies from the industry. I strongly recommend it to colleagues looking for a good textbook to serve the educational needs of their students.

Dr Nikolaos Stylos
Marketing, Innovation, Leisure and Enterprise , Wolverhampton University
October 6, 2014

A very good text with excellent practical insights from Industry.

Dr Morven McEachern
Salford Business School, Salford University
July 30, 2014
Key features
  • A focus on marketing strategy and entrepreneurship—not "business as usual"—helps readers understand why markets change, as well as the role of entrepreneurial firms in this change process.
  • Opening vignettes introduce each chapter, drawing readers into the content by presenting a challenge or dilemma faced by a real person.
  • Chapter-ending "Mavericks Who Made It" mini cases summarize chapter content by featuring an entrepreneur's story of trial and success.
  • Four sets of questions in each chapter guide readers to deeper learning, provide more meaningful homework assignments, and facilitate richer classroom discussions.
  • An actual sustainable entrepreneur's business plan (online) helps readers more fully understand the importance of an effective business plan and provides them with an example of the information they will need in order to generate figures and tables when completing their own business plan projects.

Preview this book

Sample Materials & Chapters

Sample Business Plan


CH 1

CH 13

For instructors

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