More than Advertising and Sales: Marketing Principles for Environmental, Social, and Financial Sustainability | Coffee Retail Summit
Marketing encompasses more than just advertising and sales—it's about all aspects of facilitating value exchange among stakeholders large and small.
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This presentation will provide a brief overview of the principles of marketing, relative to the specialty coffee industry. We'll overview concepts such as the value of setting strategic marketing objectives, target marketing and brand positioning, and the marketing mix—all through the lens of environmental, social, and financial sustainability.
About the Presenter
Dr. Spencer Ross, Assistant Professor of Marketing
Manning School of Business, University of Massachusetts Lowell
Spencer M. Ross, Ph.D., is Assistant Professor of Marketing (and specialty coffee enthusiast) at UMass Lowell's Manning School of Business. His dual research interests focus on marketing and public policy and on consumer engagement with digital marketing innovations. In the transformative consumer research/public policy context, Dr. Ross is primarily focused on prosocial consumption behaviors; he has published work in the European Journal of Marketing on consumer dispositions toward prosocial consumption versus self-interest. He has also published on consumer sustainability issues in the Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Consumer Affairs.
Find all of the presentations from this event in the freely available Coffee Retail Summit Resource Library or learn more about our upcoming Coffee Retail Summits at retail.sca.coffee.