Chapter 5: The Basic Concept of Sustainability Marketing

After reading this chapter, you will be able to:

In the current business scenario, marketing is regarded as one of the most constantly developing issues. It was in the early 1970s, when society started realizing that the earth's natural resources are exhaustible. As the consumption of these resources is constantly increasing till date, it is doubtful that this uncontrollable growth can be possibly sustained for a long term. Therefore, sustainable advancement is considered crucial for the whole world and firms need to engage in responsible activities such as fostering close relationships with stakeholders, caring for the employees and protecting the environment. As market environment is becoming more globalized, it is essential for firms to behave sustainably and responsibly.