StudentShare solutions
Triangle menu

Sustainable Marketing - Essay Example

Not dowloaded yet

Extract of sample
Sustainable Marketing

On the other side marketing can contribute in the development and diffusion of sustainable innovations in the form of use of solar energy, organic food, use of renewable energy resources and energy conservation. The main issue related to sustainability marketing is the way by which an organization can develop sustainable products and market those products or services in such a way which would improve the consumer perception as well as well being (Ottman, 1992, p. 301). The present study has been conducted in lieu to analyze the evolution of the concept of "sustainability marketing". The study includes evaluation of the importance of sustainable marketing practices in the modern day business environment. Over the course of study various contemporary researches related the topic of sustainable marketing has been analyzed. Also some of the most popular sustainable marketing practices of some of the modern day companies have been analyzed. The study also looks to explore the implication of the research in the area of sustainable marketing practices. This study is of great significance keeping in mind that there is a paradigm of shift in the consumer behaviour along with the environmental issues such as global warming as presently the customers seem to prefer to be with companies that are providing environment friendly products (Kotler, 2009, p.191). Critical review of key literature Sustainability marketing supports the idea of sustainable development that meets the requirements of the present without harming the capabilities of the future to the meet the own future requirements. Meeting the demand of the present refers to the intra-generational equity. Therefore sustainability marketing is a continuous process, as sustainability marketing takes the demands of the future generation into account. Sustainability marketing has three main components such as the social, environmental and economic. There has been a lot of talk about the “win-win-win” situation which mainly focuses on the overlapping area of economic social and environmental goals. Sustainable marketing focuses on striking the right balance social, environmental and economic goals. Marketing is defined as a developing long lasting and profitable customer relationship. Modern marketing looks to analyze the demands of the customers by provide offering as per the demands. But, sustainability marketing goes beyond conventional marketing thought process (Coddington, 1993, p. 229). Figure 1 Conventional and Sustainability Marketing If marketing is about meeting the demands of the customers and developing profitable relationships with the end users, then sustainability marketing could be defined as developing and maintaining sustainable relationships with the customers as well as with the elements of the social and natural environment. By developing environmental and social values sustainability marketing looks to create value proposition for the customers. In this way sustainability marketing looks to meet the “triple bottom line” by creating customers, social and environmental values (Ottman, 1998, p. 291). Figure 2 Different elements of sustainable marketing Sustainability Marketing looks to integrate ecological and social criteria into the total process of marketing. From managerial perspective six steps are mainly involved in the conception of the sustainability marketing Figure 3 Conception of Sustainable Marketing The first step ...Show more

Summary

Sustainable Marketing Table of Contents Introduction 3 Critical review of key literature 4 Illustrative examples 10 Implications for practice 12 References 14 Bibliography 16 Introduction Sustainability is one of the main challenges of marketing in the 21st century…
Author : ysmith
Sustainable Marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Sustainable Marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Sustainable Marketing
In other words, it is also defined as a process of adopting a suitable business practice that creates a better business environment as well as good relationship with other players in the global world, thus, most companies in their effort to try portraying their environmental and green image, they have to include sustainable marketing strategies into their overall market mix.
4 pages (1000 words) Essay
Three Es of Sustainable Marketing
This article explores the subject of sustainable marketing under the following divisions: applications of sustainable marketing; a sustainable organization of Burgerville; improving social media as a sustainable marketing tool. Sustainable Marketing is very important for the company and should be focused with full attention, because social media doesn't is not enough to create value.
4 pages (1000 words) Essay
Sustainable marketing plan for Emirates Airline
As stated from the very beginning of operations, ‘quality, not quantity,’ (Emirates Global, 2012) has always been its motto in providing exceptional service, whether it be on how to purchase tickets to flying on board in spacious seating arrangements, friendly crews, entertainment and meals served.
12 pages (3000 words) Essay
Sustainable marketing plan
Brief description of organization Oman Air is a prominent and recognized Muscat-based national airline and flagship enterprise of Sultanate of Oman’s Civil Aviation Sector. The airline commenced business operations in the year 1993 and has accorded rapid growth and expansion since the establishment.
12 pages (3000 words) Essay
International marketing mix: sustainable operation management
Standardization has emerged being a key area of focus and this regards the various marketing mix elements. Therefore standardization main interest focuses on the communication as well as the product elements of the marketing mix. Marketing mix elements have received increasing attention and various studies have been conducted exploring the degree and extent of standardization on the marketing mix elements.
10 pages (2500 words) Essay
SUSTAINABLE MARKETING- critical analyze an organization
It is part of the Emirates group that is wholly owned by the state of Dubai (Graham, Papatheodorou, and Forsyth, 2008). The triple bottom line (3BL) was coined by John Elkington in 1994. It has three tenets that are: people, planet and profit. These three tenets are further driven by seven sustainability revolutions, namely, markets, values, transparency, life-cycle technology, partnerships, time and corporate governance (Henriques and Richardson, 2004).
8 pages (2000 words) Essay
Leading the Way - A Marketing Plan for Sustainable Competitive Advantage
This suggests that there is no an absolute guarantee of long-term sustainability for Apple. As such, it is recommended that Apple select a diversification strategy that is supported with a marketing strategy that involves concentrated promotional development, staying true to interactivity and relationship development through transparency and social media, and linking the new business structure to its existing reputation for competence and trust that has been long-standing with customer markets and non-customer markets.
8 pages (2000 words) Essay
Sustainable MARKETING campaign for Virginia Community Capital Inc
The main activities of the organization are focussed towards community development through their products and services in the field of investments in the housing sectors in the form of innovative housing loan products. The non-profit entity offers banking and investment solutions in various economic housing infrastructure and developmental projects.
12 pages (3000 words) Essay
Corporate Social Responsibilty and Sustainable Marketing
Milton Friedman forcefully argued that business has no social responsibilities other than to maximize profit. This is not a view that is shared by all, also most commentator acknowledge that "there are benefit to be gained by business by at least making some efforts toward corporate responsibility"2.
4 pages (1000 words) Essay
Marketing Management - Sustainable marketing campaign for Virginia Community Capital Inc
The organization looks forward to allocating loans, majorly housing loans to their clients. The ever non-profit institution aims to offer banking and investments reliefs and solutions in the
12 pages (3000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation