engleski

SUSTAINABLE MARKETING: MOVEMENT TOWARDS BETTER MARKETING SYSTEM

As a consequence of changes in society marketing has been changed. Human flourishing and well- being become the higher purpose of marketing that provides sustainable living. Sustainability is understood as a socio-cultural, inherently ethical, respectful, intellectual construction for a life of careful and equitable use of resources within limits and inter- dependencies. Among marketing scholars sustainability is a transcendent societal mega- megatrend. Furthermore, the need for broader view of marketing management is reinforced by management problems arising from the severe adverse ecological, social, and economic impacts that have arisen from globally significant, market driven events. Corporate sustainability can be understood as an integrated perspective targeting social equity, economic prosperity, and environmental integrity, that takes an eco-centric view of resources, motivation, institutions, in terms of both the carrying capacity of natural systems, and not only eco-efficiency. Purpose of sustainable marketing is to create long term prosperity without causing harm to customers or resources and to produce positive value outcomes that enhance both environment quality and social well- being. The paper takes a view on three sustainable marketing models that academic literature emphasizes: a socioecological model, an ecological lifecycle model, and a macromarketing model.

sustainable marketing, corporate sustainability, corporate marketing, macromarketing

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