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The Butterfly Effect in Competitive Markets pp 194–219Cite as

Palgrave Macmillan

Sustainable Marketing

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Abstract

Consumer marketing focuses on integrating sustainability principles into both marketing theory and the practical decision-making of marketing managers. This chapter examines how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical, and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing-mix to replace outmoded and producer-oriented strategies; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. This chapter explores answers to the fundamental problems of disruptive innovation and technologies to which most companies succumb. Accordingly, this chapter addresses theoretical perspectives associated with sustainable marketing concepts in the global marketplace, delineates the key elements and discusses the market chaos-producing factors in pursuing tactical market growth against sustainable market development.

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Author information

Authors and Affiliations

  1. EGADE Business School, ITESM Mexico City, USA

    Rajagopal (Professor, Visiting Professor)

  2. Boston University, Boston, MA, USA

    Rajagopal (Professor, Visiting Professor)

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  1. Rajagopal
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© 2015 Rajagopal

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Rajagopal (2015). Sustainable Marketing. In: The Butterfly Effect in Competitive Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137434975_8

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