Article : Sustainable Marketing - A Marketing Response To Environmental, Economic And Social Issues To Draw Some Benefits

Title

Sustainable Marketing - A Marketing Response To Environmental, Economic And Social Issues To Draw Some Benefits

Author

Anchal Aggarwal, Renu

As the people over the world are facing various environmental, economic and social issues like increase in population and pollution, depletion of resources, increase in demand for energy resources, global warming etc. so the sustainability has emerged as a global concern. So companies are finding the various marketing practices to face these issues in order to meet the needs of present generation without compromising the ability of future generations to meet their needs, if they want to be successful. New organizations have shown that a movement towards sustainable marketing can be a smart and a good strategy in the business. For example McDonald has diversified into salads, fruits, low- fat snacks and other healthy foods to ensure healthier eating options for the customers. It has even developed an environmentally scorecard that rates its vendors’ performance in areas such as water use, energy use and social waste management. So the emerging concept of sustainable marketing calls for meeting the current needs of consumers & business and also preserving the ability of future generations to meet their needs. So in this study we highlight the various marketing strategies that can be adopted by companies to face the various environmental, economic and social issues. So the objective of this study is draw an attention towards various environmental, economic and social issues, to make sustainable marketing as clear as possible with the help of the review of studies conducted, to highlight the impact and challenges of sustainable marketing, to give recommendations and suggestions from the study. Finally it was concluded that it is the right time to use the sustainable marketing in practice as the consumers are now more aware about various environmental, economic and social issues. So the marketer should consider these issues to produce and deliver the products to the consumers and develop the marketing-mix strategies according to that to reap the benefits of the sustainable marketing.  

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