What is the meaning of the sustainable marketing and how does such an approach leads to better relationships with customers?
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Sustainable marketing refers to way of marketing which incorporates needs of the customer, the organisation and the society in general over a long term. It means designing and marketing products that can be used universally by all the consumers across the world over extended periods, without causing harm to either the consumers or the environment.
Some authors equate sustainable marketing with concepts like social responsibility marketing, humanistic marketing and ecological marketing. These concepts are based on the idea that the organization's task is to determine the needs, wants and interests of the target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and society's well-being (Kotler and Keller, p.22). Such an approach leads to better relationship with customer by directly supplying goods and services needed by them, and by also preserving and enhancing the entire society's well being.
Kotler, P. and Keller, K.L. 2006, Marketing Management, 12th. Edition, Pearson Prentice Hall, New Delhi.
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