IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-49371-4_29.html

Tackling Inequalities and Social Divide: Moving the Marketing Discipline Toward Social Sustainability

In: Marketing.Neu.Denken

Author

Listed:
  • Marah Blaurock

    (Ingolstadt School of Management, Catholic University Eichstätt-Ingolstadt, Chair of Service Management
    Insitute of Marketing and Management, University of Hohenheim, Chair of Corporate Management)

  • Felix Zechiel

    (Ingolstadt School of Management, Catholic University Eichstätt-Ingolstadt, Chair of Service Management)

  • Marion Büttgen

    (Ingolstadt School of Management, Catholic University Eichstätt-Ingolstadt, Chair of Service Management)

Abstract

Germany faces significant social sustainability challenges, including rising inequalities and social divide, threatening social cohesion and economic prosperity. While ecological sustainability has gotten widespread attention in the marketing discipline, less focus has been put on social sustainability. This paper explores how the marketing discipline can contribute to fostering social sustainability by tackling social challenges. We first identify and summarize two of Germany’s major social challenges: inequalities and social divide. Leveraging the 5P model, we then propose actionable solutions, discuss real-world examples, and outline future research avenues to tackle these challenges with marketing tools, methods, and concepts. By spotlighting social challenges, this work seeks to inspire the community to consider holistic social sustainability issues in marketing research and practice.

Suggested Citation

  • Marah Blaurock & Felix Zechiel & Marion Büttgen, 2026. "Tackling Inequalities and Social Divide: Moving the Marketing Discipline Toward Social Sustainability," Springer Books, in: Marketing.Neu.Denken, pages 685-711, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49371-4_29
    DOI: 10.1007/978-3-658-49371-4_29
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-49371-4_29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.