Inclusive Marketing, Value Creation Strategies, and Social Sustainability

Barbara Masiello, Francesco Izzo, Enrico Bonetti (Herausgeber)

Buch | Hardcover

279 Seiten

2026 | Unabridged edition
Cambridge Scholars Publishing (Verlag)
9781036460938 (ISBN)

Noch nicht erschienen (ca. Januar 2026)
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What is inclusive marketing and why has it become so important for marketers? Inclusive marketing is speaking to a diverse audience and learning that new language makes it possible to address also vulnerable and marginalised groups.Brands act as cultural agents, shaping the experiences people encounter daily and inclusive marketing is a tool to build corporate identity, helping firms differentiate themselves while aligning with broader societal goals. Inclusive marketing can unlock new market opportunities and foster equality and social inclusion. However, authentic inclusive marketing strategies are essential to avoid backlash and accusations of "woke-washing."Grounded in rigorous academic and multidisciplinary research, this book combines theory analysis, case studies, firsthand experiences, and essays from international scholars, professionals, and experts. It explores opportunities, challenges, and practical approaches to inclusive marketing strategies that benefit businesses and society.A valuable resource for academics, researchers, and students on Advanced Marketing, Business Strategy, and Communication courses, it also serves professionals wishing to enhance their strategies and contribute to a socially inclusive future.

Barbara Masiello, PhD, is an Associate Professor of Marketing at the Department of Political Science, University of Campania Luigi Vanvitelli, Italy. Her research includes sustainable marketing, entrepreneurial networks and SMEs strategies, and creative services innovation. Her work is published in leading scientific journals and regularly presented at international academic conferences.Francesco Izzo, PhD, is Full Professor of Strategic management of innovation at the Department of Social Sciences, Federico II, University of Naples, Italy, where he teaches Digital Economy and Social Entrepreneurship. His research interests include innovation management, innovation in creative industry, and cultural and entrepreneurship. He published over 130 articles and books concerning these topics.Enrico Bonetti PhD, is Full Professor of Marketing at the Department of Economics, University of Campania Luigi Vanvitelli, Italy, where he also teaches Communication and social media marketing.He published over 90 articles and books concerning services management, place marketing, tourism marketing, destination management, fashion industry, branding, food marketing, and event marketing and management.

Erscheint lt. Verlag	1.1.2026
Verlagsort	Newcastle upon Tyne
Sprache	englisch
Maße	148 x 212 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-13	9781036460938 / 9781036460938
Zustand	Neuware