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Sustainable Marketing

In: The Butterfly Effect in Competitive Markets

Author

Listed:
  • Rajagopal

    (ITESM Mexico City
    Boston University)

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.

Suggested Citation

  • Rajagopal, 2015. "Sustainable Marketing," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 8, pages 194-219, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-43497-5_8
    DOI: 10.1057/9781137434975_8
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    Cited by:

    1. Song, Xiaoqing & Wang, Xiong & Hu, Shougeng & Xiao, Renbin & Scheffran, Jürgen, 2022. "Functional transition of cultivated ecosystems: Underlying mechanisms and policy implications in China," Land Use Policy, Elsevier, vol. 119(C).
    2. Sala-Garrido, Ramon & Mocholi-Arce, Manuel & Maziotis, Alexandros & Molinos-Senante, María, 2023. "The carbon and production performance of water utilities: Evidence from the English and Welsh water industry," Structural Change and Economic Dynamics, Elsevier, vol. 64(C), pages 292-300.
    3. Seema Bhardwaj & Kiran Nair & Muhammad Usman Tariq & Asad Ahmad & Asmita Chitnis, 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022," Sustainability, MDPI, vol. 15(4), pages 1-16, February.

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