We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 10: Sustainability as a Key Component of Marketing Strategy: A Societal Approach
Sustainability became part of today's agenda of a considerable amount of stakeholders, ranging from businesspeople to governments, with particular emphasis on marketing as a practice as well as a field of knowledge. This paper intends to address the historical background of sustainability in marketing and how it became a relevant piece of competitive advantage from a societal cradle to its relevance for the fundamental decisions of daily consumption, as performed by more than seven billion human beings. All of them, with the very same rights, prosper, grow and satisfy their needs, supported by technology and ...