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Published by: ayeshaacademicuk20 on Nov 13, 2011
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Sustainable approaches to marketing are seen as desirableby many marketing academics. Is the concept of value tothe marketing practitioner?
AYESHA ACADEMIC UK CONTACT 00923125142366GMAIL IDShermeen21@gmail.com
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Sustainable marketing is the concept that has been popular among business professionalsdue to the immense importance laid down to protecting environment. Sustainability of resources is close to the green marketing (SustainableMarketing.com) and it stresses onnot only producing the products sustainably but also selling them that way. Producingsustainably urges producers to consume less while they make (Kourdi, 2011). This is thenew challenge that many companies face as they have to produce by using minimumnumber of resources to produce optimum number of output without causing muchwastage. This new challenge is certainly rewarding (Kourdi, et.al) and is welcomed byentrepreneurs as well as consumers. Therefore this report shall discus that how importantsustainable marketing is and how important it is for marketers.
Literature Review:
Works by Cohen (2011) gave the basic understanding of what sustainable marketing is.The author has simplified it by linking it with social marketing. Philip Kotler (2010)extends to another level by explaining that sustainable marketing encompasses needs of consumers, industry and society. This briefs that how important sustainable approachshould be for marketers. Baker and Saven (2010) link sustainable marketing with theenvironment and thus explain that it is the practice where future generations’ interestmust be kept in mind. Among the three definitions, Baker’s were more suitable for thecontext of this report.A briefing compiled by University of Cambridge program defined the duties of amarketer and specified that what duties should be performed by a green marketer. Ithighlighted that a marketer should have a broad and long term vision to be prepared for challenges ahead. Works by Stead and Starik (2004) define more challenges faced bysustainable marketers such as conveying the right message to consumers, understandingthe complexities of term ‘green’, incorporating strategies in corporate objectives etc.Authors have accurately pointed out trivial challenges that marketers can face.Dalton, Hoyle and Watts (2010) point out solutions that marketers can adopt to curbchallenges such as gaining insight into consumer minds and studying what they want
form companies. Secondly, these authors have also listed down green marketingstrategies; shaded, defensive, extreme and lean marketing which elaborated separatestrategy for each type of business.Ottman (2011) has clarified that what values sustainable marketing imparts on products/services such as consumers being ready to pay price premiums and making positive perceptions about green products.
Background and Definition:
An academic booklet written by Charter, Peattite, Ottman and Polonsky (2002)represented the beliefs of Marketing Academics that companies must follow the agendaof Corporate Social Responsibility (CSR). The idea gained popularity in 1990s and sincethen academics have emphasized on the importance of sustainability. They havesubstantiated the ideas by the fact that consumers, business customers, stakeholders andgeneral public favor organizations that market their products causing minimum harm toenvironment.Sustainable marketing is part of the social marketing and this has been first introduced in20
century by G.D Wiebe who proposed that advertising should encompass ‘goodcitizenship’ (Cohen, 2011). Later Philip Kotler and Gerald Zaltman promoted socialmarketing in the school curriculum and advocated that it be taught as a discipline. Andsince then, sustainable marketing has evolved. The ideas have laid grounds for marketersto practice sustainable marketing in the latter stages till to date.Before studying the benefits sustainable marketing pose, let us define it more precisely sothat better understanding can be achieved.Philip Kotler (2010) defines sustainable marketing as marketing decisions which consider consumer wants, company’s requirements, consumers’ and society’s long run interests.Another definition put forward by Baker and Saven (2010) explains rather elaboratelythat sustainable marketing is the practice whereby marketers meet the needs of presentgenerations and at the same time considering needs of future generations. Thus it meansthat marketers must be responsible enough to produce and market products in such a way

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