Responsability for the future of the world-paradigm shift in the theory and practice of marketing (original) (raw)

The Environmentalist Movement in the World and Environmental Studies in the Marketing Literature

Journal of Marketing and Consumer Behaviour in Emerging Markets

Problems such as environmental pollution, the depletion of the ozone layer, the melting of glaciers due to global warming, the decline in clean resources and the extinction of some species have prompted people to consider the idea of a more sustainable world. In this process, humanity is going through a mental transformation and gaining some awareness. As emphasized in this study, all crises (accidents, fi res, outbreaks, etc.) experienced worldwide have been the driving forces for environmental transformations. Environmentalist movements emerging from this orientation have also found their place in the world of science and therefore in the marketing literature. From this point of view, the aim of this study is to explain the scientifi c publications inspired by the environmental transformations experienced chronologically and to reveal the part that is present in the marketing literature. In this study, it has been shown with which intensity environmental studies have been included...

Contemporary Consumer in the Global Environment

CBU International Conference Proceedings, 2015

One of the characteristics of human society in the 21st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system.Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes.Presenting and analyzing the results of research from marketing literature dealing with the proble...

Marketing and sustainability from the perspective of future decision makers

South African Journal of Business Management

Contemporary research on sustainability is fragmented between multiple disciplines and areas, with on-going debates about methodological as well as practical issues. The core value of sustainability is embedded in the long-term maintenance of quality of life and contains environmental, economic and social components. Business organizations have a substantial responsibility for preserving the quality of life for future generations, as a result of the role they play in transforming natural and societal resources into goods and services. The marketing function is a major force in strategic decision-making in contemporary organizations. With its arsenal of tools for influencing (managing) consumption patterns, marketing must take responsibility for sustainable behaviour of both organizations and consumers. This article discusses the role of marketing in facilitating sustainable behaviour. Contemporary marketing education may not prepare students to use marketing’s influence to support s...

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 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.

Seeking sustainable futures in marketing and consumer research

Purpose -Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

Green Marketing: Recent trends along with practices in favor of Sustainable Development

Environmental protection, go green, eco-friendly products, green riots etc. are the concepts of protecting our Planet Earth and nature meant for generations yet to come in existence. Green marketing is an accord used by various companies in more or less mode to support Sustainable growth. Now it is also the need of hour to precede environment friendly for the reason of the collapsing of natural assets like soil eruption, ozone layer depletion, global warming etc. This piece of work analyzes the impacts of green marketing strategies on customer responsiveness, execution and environmental wellbeing. This concept has also set marketers to re-market and re-packaged the offered merchandise which already adheres to such benchmark.

The Future of Our World

The first part of the study analyses the dominant ecological changes taking place in our world at the beginning of the new Millennium and comes to the conclusion that mitigation and adaptation is needed in the economic behavior of the mankind. The climate changes, the danger signals sent by our planet make it sure that a paradigm shift is necessary in the managerial philosophy. This paradigm shift will strongly influence the marketing activities in the future. The second part of the paper tries to list the possible new trends which will shape the marketing in the future. The authors predict that social and societal marketing will gain in importance in the future. It emphasizes the responsibility of academics and practitioners of marketing in influencing the responsible consumption all over the world.

Conscious Marketing: Seeds for a New Marketing Concept to Deal with the Potential Conflicts Between Consumerism and Sustainability

2020

This paper deals with a perceived conflicting paradox between consumerism and sustainability among top marketing executives of three purposely selected corporations, where each company represent a current organizational paradigm: the functional, the human radical and the interpretative. A case study methodology, based on in depth interviews, combined with a comprehensive bibliographic research, enabled to address how the planet limitations to provide resources can influence business strategies. Functional paradigm companies, for example, pursue infinite growth while we live in a finite planet. The question is if the Marketing Department of those companies in the different organizational paradigms have a role in providing inputs in the strategic long term planning. Furthermore, if the marketing discipline in the academic environment influence decision makers that participate on the companies’ business planning to shape the future in a perceived environment in 2017 where consumerism ...