دانلود رایگان مقاله بازاریابی برای پایداری: گسترش مفهوم سازی آمیزه بازاریابی برای به دست آوردن ارزش برای افراد و جامعه در کل

ABSTRACT

The purpose of this paper is to provide new theoretical perspective on marketing for sustainability, particularly for dealing with the environmental threat of climate change. We reconceptualise how marketing is operationalised through the conceptualisation of the marketing mix in order to permit the normalisation of sustainability considerations in business operations and consumption. To the traditional four Ps (product, price, promotion and place) we add but recalibrate for the specific purpose of sustainability participants, processes, and physical evidence, and introduce: promise, principles, and partnership, arguing that each of these may be considered a controllable marketing variable that will contribute to the creation/ co-creation of individual and social value. This framework is developed and justified in order to make a novel contribution to marketing theory and practice. Limitations and future research directions conclude the discussion.

6. Discussion

The proposed novel and expanded mix for sustainability marketing argues that stepping beyond the constraints of the traditional four Ps is a necessary condition for contemporary marketers to optimally drive sustainability marketing and facilitate more sustainable consumption that is a marketplace norm rather than a niche. The concept of the marketing was not intended to be constrained by only four elements, but might include any number of variables the firm might manage in order to create value for individuals and society at large. The complexity of the environmental and social challenges facing business in today’s critical climate (e.g. Cone Communications, 2015) requires businesses to develop solutions to problems that fall beyond the walls of business as usual. Few businesses can achieve this alone, without considerable additional cost and delay, hence partnership becomes increasingly critical. The same basic argument is made for all the proposed mix elements, above