Sustainable Marketing

Dilip S. Mutum and Ezlika M. Ghazali
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Dilip S. Mutum: Monash University Malaysia
Ezlika M. Ghazali: University of Malaya

Chapter Chapter 5 in Consumers, Society and Marketing, 2023, pp 93-121 from Springer

Abstract: Abstract Consumer perspectives on business responsibility have changed drastically In response, responsible businesses are now focused on developing strategies that balance economic, social and environmental impacts. This chapter traces the evolution of sustainability and sustainable marketing. It then explains why marketing has a role in developing sustainable businesses. We discuss how sustainable marketing is about creating, producing and delivering sustainable solutions with higher net sustainable value.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-39359-4_5

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DOI: 10.1007/978-3-031-39359-4_5

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