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Sustainable marketing Report
Pages 12 (3012 words)
Sustainable Marketing Report Executive Summary From the beginning of 1980 the concept of sustainable marketing came into existence. In recent years there has been a widespread and increasing support for the subject. The Brundtland commission in its report defined sustainable marketing as the marketing required to satisfy the present need without affecting the capability of future production.
The project also highlights about the green marketing process and the present issues which are faced by organisation about maintaining the ecological balance of the environment. Apart from this an organisation has been chosen to have an insight of their environmental policy and marketing mix strategy which they have undertaken. In this report Hewlett Packard or what is popularly known as HP is chosen to conduct the research. Table of Contents Part I: Theory 4 Introduction 4 Context and Rational 5 Principles and Values 5 Challenges in the 21st century 6 Towards Sustainable marketing 7 Framework 9 Evaluation of Sustainable marketing 10 Part II: Application 10 Industry analysis 11 Current approach and strategy 12 Present Issues 14 Evaluation of HP’s marketing mix 14 Summary 16 Reference 16 Part I: Theory Introduction Over the last few decades marketing topics have been very much dynamic and vibrant. Among them Sustainable marketing stood out as one of the most valuable and necessary forms of marketing (Ottman, 2011, p.xi). Sustainable marketing is a process of marketing which aligns the inner organisation process and systematize the using up of resources which creates values for the stakeholders and also helps in enriching the natural and social environment. ...
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