Principles of Marketing, 17/e

20 Sustainable Marketing Social Responsibility and Ethics

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In this final chapter, we’ll examine the concept of sustainable marketing, meeting the needs of consumers, businesses, and society—now and in the ­future—through socially and environmentally responsible marketing actions. We’ll start by defining sustainable marketing and then look at some common criticisms of marketing as it affects individual consumers as well as public actions that promote sustainable marketing. Finally, we’ll see how companies themselves can benefit from proactively pursuing sustainable marketing practices that bring value to not only individual customers but also society as a whole. Sustainable marketing actions are more than just the right thing to ...