Balanced Sustainability Marketing

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The book delves into the critical issue of overfishing and its impact on the fish processing industry, particularly the decline of groundfish stocks vital for products like fish fingers. It explores how sustainability marketing has become essential for fish manufacturers to enhance their image and ensure economic survival amidst resource shortages. The research highlights Unilever's Balanced Sustainability Marketing Strategy from 1995 to 2008, emphasizing the importance of supplier relationships and the need for a shift to sustainable value chains in the seafood sector.