Originally entered under: Uma Sekaran.

Includes bibliographical references and index.

Introduction to Research -- The Scientific Approach and Alternative Approaches to Investigation -- Defining the Management Problem -- Defining the Research Problem -- The Critical Literature Review -- Theoretical Framework and Hypothesis Development -- Elements of Research Design -- Interviews -- Observation -- Administering Questionnaires -- Experimental Designs -- Measurement of Variables: Operational Definition -- Measurement of Variables: Scaling, Reliability and Validity -- Sampling -- Quantitative Data Analysis -- Quantitative Data Analysis: Hypothesis Testing -- Qualitative Data Analysis -- Conclusions -- The Research Report -- A Final Note to Students -- Statistical Tables -- Glossary -- Bibliography -- Index.

"Sustainability Marketing: A Global Perspective shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them"-- Provided by publisher.