written by Prof. Ken Peattie and Prof. Frank-Martin Belz in Marketing Review St. Gallen
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.
The 20th century was, amongst other things, the century of marketing. It began with the first formal marketing courses being established, such as on ‘The Marketing of Products’ in 1905 at The University of Pennsylvania (Bartels 1988). By the end of the century it had become a key driving force within the global economy, and increasingly a factor in all aspects of society from how political leaders are chosen and cultural heritage is preserved and funded, to how services in fields like...
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