20

Sustainable Marketing

Social Responsibility and Ethics

OBJECTIVES OUTLINE

  • OBJECTIVE 20-1 Define SUSTAINABLE MARKETING and discuss its importance.
  • OBJECTIVE 20-2 Identify the major social criticisms of marketing and some counterarguments.
  • OBJECTIVE 20-3 Understand how consumer, societal, and corporate forces drive sustainable marketing strategy.
  • OBJECTIVE 20-4 Understand how to build a sustainable marketing organization.

CHAPTER PREVIEW

In this final chapter, we 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 start by defining sustainable marketing and then look at some common criticisms of the ...

Get Principles of Marketing by Pearson now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial