Abstract
The focus of this essay is on the relationship of marketing to the biosphere - sustainable development. The biosphere and sustainable development are profiled including sustainable development's ambiguity, stakeholder attractiveness and embedding character. Biocentric marketing stratagems with marketing serving as a catalyst among stakeholder groups for attaining sustainable development is discussed in the second part of the essay.
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Neace, M.B. (2015). 13.2 Macro/Environmental/Ethics/Quality of Life Marketing : Marketing and the Environment. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_14
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DOI: https://doi.org/10.1007/978-3-319-17311-5_14
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