Principles of Marketing, 17/e

20 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

In this chapter, we addressed many of the important sustainable marketing concepts related to marketing’s sweeping impact on individual consumers, other businesses, and society as a whole. Sustainable marketing requires socially, environmentally, and ethically responsible actions that bring value to not only present-day consumers and businesses but also future generations and society as a whole. Sustainable companies are those that act responsibly to create value for customers in order to capture value from customers in return—now and in the future.

Objective 20-1 Define sustainable marketing and discuss its importance. (pp 574–576)

Sustainable marketing ...