EcoFusion Marketing (Contemporary Management Practices)

This book explores how businesses can harness the power of Industry 4.0 technologies―AI, IoT, blockchain, and big data―to develop sustainable marketing strategies.

This practical, evidence-based guide provides actionable insights and proven frameworks for efficiently integrating eco-friendly practices into digital transformation initiatives, enabling brands to significantly reduce their environmental carbon footprint while simultaneously accelerating profitable growth and market expansion. Using real-world case studies and future-forward trends, the book shows how businesses can lead in both innovation and sustainability. Perfect for marketers, entrepreneurs, and business leaders, EcoFusion Marketing offers the tools to create resilient, green brands that thrive in the evolving marketplace and contribute to a sustainable future.

Part of the Contemporary Management Practices series, this book will be of interest to students and researchers of marketing, marketing communication, consumer behaviour, marketing management as well as professionals seeking to improve the competitive advantage of their organisations.

Udit Chawla, PhD, is presently working as Associate Professor in the Management Department at the Institute of Engineering & Management, Kolkata, School of University of Engineering and Management, Kolkata, India. He is an accomplished academician with a track record of employment in the higher education sector and is a strong education professional focused on business analytics, data science, machine learning, and artificial intelligence. He has published more than 30 articles in reputed journals, which are indexed in ABDC, Scopus, SCI, etc.

Dominic Appiah is an experienced lecturer in Marketing, with demonstrated experience in both HE and FE sectors, across the UK and Singapore. He is skilled in team building, public speaking, business start-ups and offshore business development & marketing. Dominic is currently a lecturer at Royal Holloway, University of London. Prior to joining academia, he worked at State Insurance Company, Ghana; GIA Insurance (UK) and Ghana International Bank (UK). His research investigates the dynamics of consumer purchase intentions in digitally disrupted markets and building resistance to brand switching.

Subrata Chattopadhyay is Professor at the University of Engineering and Management, Kolkata, India. He has published extensively on computation in estate management, transport management, and values and ethics for engineers and managers. He was conferred the prestigious MTC Global Top Thinkers award in 2015. In 2019 he was awarded Mentor of the Year by HRD India.

Dipak Saha is currently Professor of Marketing at the Department of Management, Institute of Engineering and Management, Kolkata, India, and has over 20 years of corporate and academic experience. He is the co-author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are consumer behaviour, brand management, etc.

Sujit Dutta is a distinguished academic and professional with an impressive career spanning academia, industry, and research. A rank holder in his Master's degree from the University of Kolkata, he is a Fellow Member of the Institute of Cost Accountants of India (FCMA). With extensive expertise in accounting, taxation, and finance, he has established himself as a leading figure in his field.