Commentary on “Look up! Five research proposals for rethinking marketing in a post-growth society”: Marketing must reflect on its own evolution in the Anthropocene epoch

Sihem Dekhili, Aurélie Merle () and Adeline Ochs
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Sihem Dekhili: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Aurélie Merle: UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Adeline Ochs: Audencia Business School

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Abstract: This article extends Rémy et al.'s proposal. It proposes to consider the evolution of marketing in the Anthropocene epoch in three stages. Firstly, it goes back to the macroeconomic observations and clarify certain assumptions that are wrongly attributed to Dekhili et al.'s vision of sustainable marketing. Secondly, the article develops the framework of what sustainable marketing practices should be for an organization. Finally, it offers pragmatic guidelines for marketing scholars wishing to conduct research projects in the Anthropocene context.

Keywords: Sustainable marketing; Sustainable marketing education (search for similar items in EconPapers)
Date: 2024-06-10
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Published in Recherche et Applications en Marketing (English Edition), 2024, 39 (2), pp.113-127. ⟨10.1177/20515707241253369⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04752658

DOI: 10.1177/20515707241253369

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