Sustainable Marketing MIX – the Basic Assumptions (original) (raw)

Sustainable Marketing - a new Era in the Responsible Marketing Development

Foundations of Management, 2012

The purpose of this paper is to draw to the attention of those involved in marketingscientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes -the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment.

Sustainable Marketing – a new era in the face of social, economic and environmental change

Abstract Purpose - the purpose of this paper is to draw to the attention of those involved in marketing - scientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes - the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment. Methodology – the paper is a critical analysis and literature review of marketing covering recent studies on marketing issues in relation to the concept of sustainability, specifically in areas of environmental protection or social and economic development. Conclusion and practical implications – Faced with increasing criticisms of a one-dimensional profit driven approach, the marketing concept requires re-branding to address issues of sustainability. Intense strategic discussion is required concerning the need to change attitudes that promote and implement modern marketing, starting from changes in the consumption model through the creation of commercial proposals, which will positively shape the future of both market exchange and social life. Moreover, it is postulated that marketers present to consumers an attitude of active and responsible management, as well as openness and honesty in market communication. New value - the article introduces discussion on sustainable marketing and its fundamental importance in the development of marketing theory in Poland; taking into account current debates voiced in Poland - often based on imprecise interpretation of the marketing process. There exists therefore, a need for a thorough analysis and standardisation of understanding marketing theory and consequently the introduction of new concepts and new practices into the marketing process. Keywords - sustainable marketing, responsible consumption, social responsibility Category article - literature overview

SUSTAINABLE MARKETING: A PROVEN WAY FORWARD

Sustainability is no longer an optional add on. Like digital, it is happening and will be impacting all businesses in some way. Interest in sustainability stems not from a general sense of ‘doing good’ but from a solid business case. Sustainable marketing is the contemporary description of an "environmentally enlightened" approach to marketing that has been around for several decades (Ottman 1993; McDonagh and Prothero 1997; Peattie 1992; Wasik 1996). More recently, the emphasis has shifted to the importance of sustainability of marketing activities. That is, the marketing efforts of any organization should be sustainable over an extended time period. The contemporary interpretation of sustainable marketing is that it should deal positively with the ecological environment and be sensitive to the needs of future generations. Sustainability covers current issues and sustainable development, which form a background for a better understanding of sustainable marketing. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. The main objective of our study is to determine how important sustainable marketing is for businesses.

HOLISTIC MANAGEMENT OF MARKETING SUSTAINABILITY IN THE PROCESS OF SUSTAINABLE DEVELOPMENT

One of the changes in marketing refers to redirection of focusing from profit to sustainable development. Sustainability marketing can influence sustainable development. The key contribution of the paper is the presentation of holistic approach to sustainable development and sustainability marketing through three dimensions: goals, actors and capital. Holistic management of sustainability marketing in the process of sustainable development is focused on economic, environmental and social issues of sustainability; the integrated engagement of key actors - national and local governments, organisations and population; and capital - human, natural, institutional and infrastructure, financial and technological. Additional contribution of the paper is the presentation of activities of key actors. Governments set laws, regulations and standards of socially responsible behaviour. Organisations can implement sustainability marketing. The characteristics of traditional, environmental, societal and sustainability marketing have been presented in this paper. Another contribution of the paper is its focus on sustainability marketing and the presentation of sustainability marketing mix as the integration of 4Ps (sustainable products/services, price, place and promotion) and 4Cs (customer solutions, customer cost, convenience and communication). Organisations can influence sustainable development by the creation and delivery of sustainability marketing mix. The task of each profit organisation is to deliver sustainable value to consumer gaining profit, i.e. besides economic, it is essential to achieve environmental and social goals. The importance of human capital has been highlighted. Additional contribution of the paper is the presentation of the threefold social responsibility of an individual employee.

The role of green marketing in achieving sustainable development

2018

All forms of business affect the environment. In addition to the right to use natural resources, companies also have their obligations regarding their utilization. They must not be focused solely on profit, but must be socially responsible and take care of the environment. This raises the question of whether the company can be both environmentally and socially responsible and profitable at the same time. The aim of this paper is to show that it can, and one of the methods is the application of green marketing, which contributes to sustainable development. The issue of sustainability must be more closely integrated into the marketing strategy. This paper analyzes the benefits and difficulties of applying green marketing and its role in achieving sustainable development. The analysis was carried out from several aspects - the position of the main subjects in this field (consumers, enterprises, countries) was examined. For this purpose, the "meta" empirical analysis was appli...

Evolution of sustainability as marketing strategy: Beginning of new era

Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Then in next decade, social issues picked up the lime light and emerged along with ecology. Reassessment of the issues resulted in evolution of green or environmental issues in marketing strategy and now the sustainability in marketing strategy has become the focus of attention of the researchers. Therefore, the objectives of this paper are, first, to review and understand concepts of marketing strategy and sustainability, secondly, to discuss evolution of sustainability in marketing strategy and lastly, to discuss the future of sustainability marketing strategy.

A framework for sustainable marketing

This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.

Ecological Marketing in the Paradigm of Sustainable Development: Theoretical and Methodological Aspect

Mechanism of an economic regulation

Theoretical and methodological approaches to the development of the field of marketing in the information society based on the principles of sustainable development are considered, which is due to the task of creating and maintaining, with the help of marketing, competitive advantages compatible with the tasks of the concept of sustainable development, adapting the marketing orientation of organizations to the needs of sustainable development in order to harmonize interaction «nature-society». It is shown that in the field of marketing, the focus on the concept of sustainable development actualized the formation of the ideology of sustainable marketing and sustainable consumption, a sustainable marketing organization and contributed to the formation of ecological marketing, which focuses on the demonstration of positive social and environmental behavior by companies to ethical consumers, responsibility for environmental safety, life and health consumers. In accordance with Ukraine’s...