EconPapers    
Economics at your fingertips  
 

Sustainable Marketing

Prof Rajagopal

Chapter 8 in The Butterfly Effect in Competitive Markets, 2015, pp 194-219 from Palgrave Macmillan

Abstract: Abstract Consumer marketing focuses on integrating sustainability principles into both marketing theory and the practical decision-making of marketing managers. This chapter examines how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical, and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing-mix to replace outmoded and producer-oriented strategies; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. This chapter explores answers to the fundamental problems of disruptive innovation and technologies to which most companies succumb. Accordingly, this chapter addresses theoretical perspectives associated with sustainable marketing concepts in the global marketplace, delineates the key elements and discusses the market chaos-producing factors in pursuing tactical market growth against sustainable market development.

Keywords: Competitive Market; Global Marketplace; Business Growth; Competitive Intelligence; Retail Channel (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (5)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-43497-5_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137434975

DOI: 10.1057/9781137434975_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-04-01
Handle: RePEc:pal:palchp:978-1-137-43497-5_8