Two authors affiliated with the Department of Marketing in the UO’s Lundquist College of Business had books published this month.

“Communicating Sustainability for the Green Economy,” co-edited by marketing department head Lynn Kahle, focuses on the marketing and promotion of environmental sustainability. “Sport Marketing: Creating Long Term Value,” is co-authored by former UO marketing instructor John Davis and Jessica Zutz Hilbert, who received her MBA at Lundquist.

“Communicating Sustainability for the Green Economy” is co-edited by Kahle and Eda Gurel-Atay. Kahle works with the UO as a department head; Gurel-Atay currently works at the University of Puget Sound, but received her PhD from the UO marketing department.

The book examines theory and practices of marketing and promoting environmental sustainability, which is predicted as an upcoming business trend by some experts. Topics include corporate advertising strategy in relation to sustainability, corporate social responsibility advertising, social media and sustainability, “greenwashing,” advertising and public policy, advertising related to values and persuasion and persuasion knowledge in sustainability marketing.

“Sport Marketing: Creating Long Term Value” covers theory and marketing that educate readers about traditional and modern sports marketing practices. The book includes case study examples and exercises designed to stimulate discussion.

“From the perspective of the marketing department, the success of these two books is strategically linked to what we are trying to achieve,” Kahle said. The books outline the scholarly efforts of the college “Centers of Excellence” by presenting strategically important ideas and theories in areas of focus of the college, he added.

- by Sarah MacKenzie, UO Office of Strategic Communications intern