Sustainability Marketing Strategy: An Analysis of Recent Literature

Vinod Kumar, Zillur Rahman and A.A. Kazmi
Additional contact information
Vinod Kumar: Vinod Kumar (corresponding author) is Research Scholar, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: vkmehta.iitr@gmail.com
Zillur Rahman: Zillur Rahman is Associate Professor, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: yusuffdm@iitr.ernet.in
A.A. Kazmi: A.A. Kazmi is Associate Professor, Department of Civil Engineering, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: kazmifce@iitr.ernet.in

Global Business Review, 2013, vol. 14, issue 4, 601-625

Abstract: The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictorial representation of various related concepts followed by a survey of wide range of available databases from 1996 to 2011. After a rigorous search of numerous journals, those research papers exploring the field adequately have been selected. The selected papers are then classified according to various criteria for the purpose of comprehensive review of literature. Finally, after analyzing current status of research in the field of SMS, a probable agenda for future research has been formulated, which may serve as a useful guideline for the future investigators, as significant contribution need to be made in the area of SMS.

Keywords: Social and societal marketing; ecological marketing; green marketing; sustainable marketing; sustainability marketing strategy (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:14:y:2013:i:4:p:601-625

DOI: 10.1177/0972150913501598

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