Moving forward better marketing for a better world: a path for new research opportunities

Yanina Rashkova () and Ludovica Moi ()
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Yanina Rashkova: University of Cagliari
Ludovica Moi: University of Cagliari

Italian Journal of Marketing, 2023, vol. 2023, issue 3, No 6, 413-428

Abstract: Abstract The topic of marketing as a source of a “better world” is gaining rising importance in academia and practice. It represents an opportunity to move towards the development of a more prosperous, fair, and equitable society. Nevertheless, questions remain about how organizations could comprehensively form and nurture marketing for good. In this paper, we display a critical review of the most widely accepted theoretical approaches related to better marketing for a better world (BMBW) to seek new research perspectives. We contribute to extending prior literature by presenting its main criticalities, articulating them around three clusters of shortcomings in view of how recent literature is evolving. Based on this analysis, we then recommend avenues for future research and associated research questions to stimulate and advance further scholarly investigations.

Keywords: Better marketing for a better world; Research agenda; Literature review (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s43039-023-00072-5

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