The third edition of this book introduces business ethics concepts, tools and theories, then applies them to key stakeholder groups. It takes a global approach in a market dominated by US texts. The accessible style and thorough pedagogy ensure the book is both student- and teacher-friendly.
Focusing on the shift toward 'green' marketing, this volume presents extensive case studies that offer fresh insights into contemporary marketing strategies. It examines the motivations behind eco-friendly branding and its impact on consumer behavior, providing a critical analysis of how businesses can authentically engage with sustainability. The book highlights the complexities and challenges of implementing green marketing effectively in today's marketplace.