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

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 compre...