دانلود رایگان مقاله انگلیسی محیط منطق غالب: دستیابی به بازاریابی پایدار - الزویر 2016

Abstract

Environmental issues are now at the forefront of global agenda. This is because, the natural resources are depleting in alarming rate. Moreover, environmental pollution, need for future generation as well as quality of life became few more crucial issues for the survival of the human life. In order to attain a sustainable existence of individuals, several researchers have started to point marketers’ role as the catalyst in bringing the change in conventional way of looking of business aspects. Considering the environmental deterioration, a new business philosophy became the necessary. This research addresses this issue by proposing a paradigm shift of the present marketing approach to a more timely, needed and holistic approach which can be called as ‘environment – dominant’ logic. Particularly, this study attempts to answer three basic questions related to this phenomenon: (i) Why the ‘environment-dominant’ logic is in the forefront? (ii) How does E-D logic differ from the conventional views of marketing paradigm? (iii) What is the role of E-D logic in marketing activities?

5. Conclusion

Due to the massive environmental concern, marketers and policy makers need to consider their business strategies from a holistic perspective, rather focusing solely on profit motive. A paradigm shift from conventional marketing to ecologically driven marketing approach became a must. Addressing this issue, this paper suggests to incorporate this environmental concern in every aspect of marketing as well as business as strategies by focusing and emphasizing the E-D logic. The present study provides the platform for other researchers to provide more indepth understanding of E-D logic.