A framework for sustainable marketing
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A Framework for Sustainable Marketing.pdf. |
Description
This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved. © The Author(s) 2011.
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ID Code: | 123840 | ||
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Item Type: | Contribution to Journal (Journal Article) | ||
Refereed: | Yes | ||
ORCID iD: |
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Measurements or Duration: | 21 pages | ||
Keywords: | consumption, critical marketing, green marketing, social marketing, sustainability | ||
DOI: | 10.1177/1470593111403218 | ||
ISSN: | 1470-5931 | ||
Pure ID: | 32135764 | ||
Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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Copyright Owner: | Consult author(s) regarding copyright matters | ||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||
Deposited On: | 17 Dec 2018 01:15 | ||
Last Modified: | 31 Jul 2024 01:25 |
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