Sustainability Marketing

Course: Sustainability Marketing | OnCourse UB

• Lection 2
  • Marketing in the Twenty-First Century

  • Overview, Learning Outcomes and Structure of the Lesson

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  • Marketing Defined

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  • Marketing's Evolution and Key Components

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  • Marketing in Crisis

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  • Sustainability and the Marketing of the Future

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  • Review and Discussion Questions

    1. What are the core components of the modern mainstream marketing discipline?
    2. In what ways do you believe that sustainability marketing is an evolutionary development of existing marketing practices, and in what ways might it be considered revolutionary?

  • Literature and References

    Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 1 - 20.
    In the first chapter of their book, Belz and Peattie discuss the issues touched upon in this chapter. 

    White, D.S. (2010): The Evolution of Marketing, https://dstevenwhite.com/2010/06/18/the-evolution-of-marketing/
    It also includes – embedded in it – another link to a very good detailed timeline of the development of marketing. 

    Gronroos, C. (2007): In Search of a New Logic for Marketing, Chichester: John Wiley & Sons Ltd.
    Gronroos, a leading scholar, is taking a step back and taking a very critical look at the way in which marketing has developed, coming to the conclusion that we do need a very different view of marketing for the future.