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Impact of marketing policies and strategies on the advancement of sustainable development goals: a systematic review

Author

Listed:
  • Marta Marco-Gardoqui
  • Almudena Eizaguirre
  • María García-Feijoo

Abstract

Through this research study, we aim to shed light into the discussion on the role that marketing strategies and policies plays in the attainment of SDGs. Companies that promote sustainability through their marketing initiatives have been proven to achieve greater appreciation than those that do not. Moreover, actions performed by organisations in different sectors within the sustainability framework demand the need to create a clear and comprehensive scheme that helps combine and clarify the typology of these actions and their contribution to SDGs. The main objective of this research is to understand the specific role played by marketing strategies in the achievement and progress towards a more sustainable world using the systematic review methodology. The major finding is to understand where the research on the topic is focused regarding the economic sector (secondary sector), the addressed goal (Goal 12), and the main marketing strategies and actions considered (being 'marketing orientation' the most mentioned and 'price' the least). In addition, this study provides some implications for researchers, managers and policy makers, related to the understanding of the SDGs, the actions to be taken and the relevance of citizens' education.

Suggested Citation

  • Marta Marco-Gardoqui & Almudena Eizaguirre & María García-Feijoo, 2024. "Impact of marketing policies and strategies on the advancement of sustainable development goals: a systematic review," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 15(1), pages 63-86.
    • Handle: RePEc:ids:ijbenv:v:15:y:2024:i:1:p:63-86
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