Overview, Learning Outcomes and Structure of the Lesson
Marketing Within Its Social Context
Antecedents of Sustainability Marketing
Elements of Sustainability Marketing
In the following video, we will look at what sustainability marketing tries to do in more detail:
A Global Context
Review and Discussion Questions
Why might societal goals be more difficult for marketers to define than consumer goals?
How is sustainability marketing different to societal marketing and social marketing?
If there are different conceptions of sustainability in different countries, what are the implications for sustainability marketers?
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. Ed., Chichester: Wiley, p. 21-48.
Peattie, K. (2001): Towards Sustainability – The Third Age of Green Marketing, Marketing Review, 2(2), p. 131-148. It traces the evolution of marketing across the different eras in which it has tried to address sustainability issues.
