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Marketing Review St. Gallen

, Volume 27, Issue 5, pp 8–15 | Cite as

Sustainability marketing — An innovative conception of marketing

  • Ken PeattieEmail author
  • Frank-Martin Belz
Nachhaltigkeitsmanagement

Abstract

Conventional marketing thinking is increasingly unable to cope with the ecological, social and commercial realities that confront mankind. This conceptual article presents a vision of an integrated approach to ‘sustainability marketing’ and highlights a number of innovative ways in which this differs from the conventional marketing management mainstream.

Keywords

Sustainable Product Relationship Marketing Innovative Conception Ethical Marketing Market Review 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag 2010

Authors and Affiliations

  1. 1.Marketing and StrategyCardiff UniversityCardiffUK
  2. 2.Betriebswirtschaftslehre Brau- und LebensmittelindustrieTechnische Universität München (TUM School of Management)MünchenGermany

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