Marketing For Sustainability: A Conceptual Framework

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Dr.Pankaj Jain
Keyword(s):  
Social Marketing ◽  
Business Processes ◽  
Green Marketing ◽  
Marketing Social ◽  
Marketing Systems ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
The Mind ◽  
Marketing Principles

This paper is an attempt to put forward a roadmap to attain sustainable marketing through social marketing, green marketing and critical marketing. Social Marketing is an approach to decide the marketing strategies and activities keeping society’s long term welfare in the mind. Social and ethical concerns are at the centre of social marketing. Green Marketing is an approach to develop and market environmentally safer products and services in and introducing sustainability efforts in various marketing and business processes. At last, Critical Marketing is an approach that calls for analyzing marketing principles, techniques and theory using a critical theory based approach. This approach helps in regulating and controlling marketing activities with a focus on sustainability as it challenges and questions the existing capitalist and marketing systems so as to achieve a more sustainable marketing system.

scholarly journals Is Social Marketing Experiencing an Identity Crisis?

2016 ◽  
Vol 8 (3) ◽  
pp. 22
Author(s):  
Edson Coutinho da Silva ◽  
José Afonso Mazzon
Keyword(s):  
Social Responsibility ◽  
Behaviour Change ◽  
Social Marketing ◽  
Ethical Issues ◽  
Identity Crisis ◽  
Green Marketing ◽  
Cause Related Marketing ◽  
Marketing Social ◽  
Marketing Principles ◽  
Current Proposal

<p>This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal. This is a critical paper built from researches of several publishing material such journals and books on social marketing in order to know why social marketing principles are misrepresented. It was possible to find numerous concepts addressed to social marketing, like cause related marketing, societal marketing, social responsibility, green marketing and institutional advertising. Three criticisms are emerging in social marketing: lack of focus on strategies; clear goals of organisation of the campaign producers; and the unethical pattern of the professionals. Social marketing is an alternative for improving services in social campaigns aiming at getting better results. The main purpose of social marketing is the behaviour change any other purposes do not concern social marketing. These misunderstandings about social marketing are increasingly producing misrepresentations regarding its principles.</p>

scholarly journals The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry

2021 ◽  
Vol 13 (10) ◽  
pp. 266
Author(s):  
Hamed Nozari ◽  
Agnieszka Szmelter-Jarosz ◽  
Javid Ghahremani-Nahr
Keyword(s):  
New Technologies ◽  
Dairy Industry ◽  
Green Marketing ◽  
The Internet ◽  
Key Factors ◽  
Internet Of Everything ◽  
Clear Vision ◽  
Expert Interview ◽  
Sustainable Marketing ◽  
Marketing Activities

The use of advanced computer technologies has dramatically changed marketing. Concepts such as smart, sustainable, and green marketing have emerged in the last 20 years. One of these new technologies is the Internet of Things (IoT), which has led to the development of the activities and performances of industries in various dimensions. For the various objects, such as people, processes, and data, involved in marketing activities, the Internet of Everything (IoE) as an evolved IoT is a possible future scenario. Some sectors pretend to be the first to implement this, and the more they rely on dynamic, unstable customer needs, the better a solution the IoE is for them. Therefore, this paper presents a clear vision of smart, sustainable marketing based on the IoE in one of the fast-moving consumer goods (FMCG) industries, the dairy industry. Key factors are identified to help readers understand this concept better. The expert interview makes it possible to draw a picture of the factors that have helped successfully implement the IoE in the dairy sector.

Green Marketing

2015 ◽  
pp. 63-85 ◽  
Author(s):  
Ceren Altuntaş Vural
Keyword(s):  
Negative Impact ◽  
Green Marketing ◽  
Environmentally Conscious ◽  
Industrial Services ◽  
Production And Consumption ◽  
High Interaction ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
Business Function ◽  
Business To Business

Due to the negative impact of globalized production and consumption on the natural environment, businesses keep facing increased pressure to eliminate their harmful processes and transform into environmentally conscious organizations. Marketing as a business function having a high interaction rate with customers and other stakeholders receives its share from this wave. Every day, more organizations become engaged in green marketing practices either by complying with laws and regulations or seizing proactive environmental marketing strategies. This chapter aims to propose a conceptual framework for green marketing by reviewing the existing green marketing and sustainable marketing literature. In addition to that, considering the less developed literature in Business-to-Business (B2B) green marketing, the chapter uses previous strategic frameworks for suggesting green marketing activities for industrial services. Logistics is selected as a specific field for the proposition of the examples. The chapter concludes with implications and further research directions.

scholarly journals From marketing to crisis management: how key messages changed during corona pandemic in Saudi food industry

2021 ◽  
Vol 5 (2) ◽  
pp. 179-190
Author(s):  
Faisal Abdulhadi Almutairi
Keyword(s):  
Food Industry ◽  
Online Survey ◽  
Business Processes ◽  
Scientific Discussion ◽  
Business Goals ◽  
Before And After ◽  
Marketing Activities ◽  
Short And Long Term ◽  
The Impact

The paper summarizes the arguments and counterarguments within the scientific discussion on the impact of the COVID-19 pandemic on marketing. The main purpose of the research is to analyze how COVID-19 has affected the critical messaging strategies in the Saudi food industry. Systematization of scientific background on the investigated issue indicated that pandemics and epidemics significantly impact business processes, including marketing activities. The motivation behind this study is derived from several observations on how companies have adapted their business goals to contribute to tackling the impact of COVID-19. With changes in consumers' behavior, companies had to readjust their strategies to address the anticipated short- and long-term changes in market dynamics. The research aims to reveal trends in marketing communication in the pre-COVID-19 and post-COVID-19 eras. Therefore, the process of investigation of the topic in the paper is carried out using quantitative approaches. The article specifically focuses on the objectives such as 1) establishing how Shawarmer SA, Maestro Pizza, and Hungerstation interacted with their customer before and after the onset of the COVID-19 pandemic; 2) uncovering changes in social media messaging strategies used by Shawarmer SA, Maestro Pizza, and Hungerstation. Specifically, online survey on three major companies in Saudi Arabia, Shawarmer SA, Maestro Pizza, and Hungerstation. The paper presents the results of an empirical analysis of data from each of the above company's Twitter pages, which showed that the COVID-19 pandemic has significantly changed how companies interact with their customers. Therefore, the author sought to identify the appropriate strategies adopted by the three major players in the Saudi food industry, Maestro Pizza, Hunger Station, and Shawarmer, to interact with customers. The research empirically confirmed and theoretically proved that messaging is a crucial aspect of marketing. The results of the study can be helpful in the development of customer-oriented marketing strategies.

scholarly journals Two converging paths: behavioural sciences and social marketing for better policies

2017 ◽  
Vol 7 (4) ◽  
pp. 355-365 ◽  
Author(s):  
François J. Dessart ◽  
René van Bavel
Keyword(s):  
Social Marketing ◽  
Well Being ◽  
Theoretical Frameworks ◽  
Content Type ◽  
Behavioural Analysis ◽  
Marketing Social ◽  
Potential Benefits ◽  
Marketing Principles ◽  
Behavioural Sciences ◽  
Practical Implications

Purpose This commentary argues that social marketing and the application of behavioural sciences to policy constitute two converging paths towards better policies. It highlights points of convergence and divergence between both disciplines and the potential benefits of further embedding social marketing principles and methods within the recent trend of applying behavioural sciences to policy. Design/methodology/approach The commentary relies on a review of the behavioural sciences and social marketing literatures and on an analysis of institutional reports reviewing cases of behaviourally informed policies. Findings Behavioural sciences are increasingly informing policies to promote societal well-being. Social marketing has seldom been explicitly considered as being part of this phenomenon, although it is de facto. Both disciplines share similar end-goals, inform similar policy applications and are rooted in behavioural analysis. They diverge in their theoretical frameworks, their relative emphasis on behaviour change and the span of interventions they generate. Several benefits of embedding social marketing principles and methods within the current way of applying behavioural sciences to policy are identified. Practical implications Scholars applying behavioural sciences to policy are encouraged, when appropriate, to use the insights and methods from social marketing. Social marketing can engage in a dialogue with behavioural sciences to explore how to pilot the convergence of both approaches in practice. Originality/value The novelty of this contribution lies in providing the first comparison of the application of behavioural sciences to policy with social marketing, and in using the policy-making cycle framework to map the contributions and complementarities of both disciplines.

Green Marketing – The growing marketing mantra

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Dr. Aashish Kumar Sharma ◽  
Mr. Yatish Joshi
Keyword(s):  
Production Systems ◽  
Green Marketing ◽  
Goods And Services ◽  
The World ◽  
Sustainable Marketing ◽  
Managerial Implications ◽  
Environmentally Safe ◽  
Marketing Activities ◽  
Conceptual Paper ◽  
Social And Environmental Impacts

In the industrialised nations around the world, both businesses and consumers are concerned about the environment and the future of our planet. As society becomes more concerned with the natural environment, businesses have begun to modify their behaviour in an attempt to address society's "new" concerns. The term “Green Marketing” has been used to describe marketing activities which attempt to reduce the negative social and environmental impacts of existing products and production systems, and which promote various types of goods and services that are considered to be environmentally safe. The idea behind green marketing is to find ways to connect consumers who want to live a lifestyle that is as ecologically responsible as possible. Green marketing in services includes service delivery processes. Other known titles for green marketing are: sustainable marketing, environmental marketing, and ecological marketing. Marketers need to develop strategies which will allow them to overcome major problems associated with green marketing. This is a conceptual paper on green marketing, which attempt to introduce – the terms, concept and importance of green marketing. It also highlights some problems that organization may face to implement green marketing and its managerial implications along with few case points.

E-WOM IN SOCIAL NETWORK PLATFORM SERVICE WITH SUSTAINABLE MARKETING ACTIVITIES

2016 ◽  
Author(s):  
Chang Suk Choi ◽  
Sang Jim Kim ◽  
Kyung Hoon Kim ◽  
Sang Cheol Jeong
Keyword(s):  
Social Network ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
Network Platform

scholarly journals Tourism Destination Marketing: Academic Knowledge

Encyclopedia ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 42-56
Author(s):  
Marios Sotiriadis
Keyword(s):  
Tourism Industry ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Academic Knowledge ◽  
Marketing Activities ◽  
Function Domain ◽  
Negative Impacts ◽  
Marketing Principles ◽  
Destination Management Organizations ◽  
Goals And Objectives

A holistic, multi-organization view of marketing or destination management organizations (DMOs) who must muster the best efforts of many partner organizations and individuals (stakeholders) to have the greatest success. Destination marketing is described as “a continuous, sequential process through which a DMO plans, researches, implements, controls and evaluates programs aimed at satisfying tourists’ needs and wants as well as the destination’s and DMO’s visions, goals and objectives”. The effectiveness of marketing activities depends on the efforts and plans of tourism suppliers and other entities. This definition posits that marketing is a managerial function/domain that should be performed in a systematic manner adopting and implementing the appropriate approaches, as well as suitable tools and methods. In doing so, it is believed that a tourism destination (through the organizational structure of a DMO) can attain the expected outputs beneficial to all stakeholders, i.e., the tourism industry, hosting communities/populations, and tourists/visitors. The effective implementation of tourism destination marketing principles and methods constitutes an efficient and smart pillar, a cornerstone to attain a balance/equilibrium between the perceptions and interests, sometimes conflicting, of stakeholders by minimizing the negative impacts and maximizing the benefits resulting from tourism. All the same, it is worth noting that marketing is not a panacea, nor a kind of magic stick.

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