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Marketing in the Digital Age: Leveraging Technology for Sustainability
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Author(s): K. N. Anantha Subramanya Iyer (Jain University (Deemed), India), Narendra Babu Shivanagere Nagojappa (SEGi University, Malaysia), Malini Kanjanapathy (SEGi University, Malaysia)and S. Hemanth Kumar (Jain University (Deemed), India)
Copyright: 2024
Pages: 24
Source title:
Utilizing Technology for Sustainable Resource Management Solutions
Source Author(s)/Editor(s): Kuldeep Singh (School of Management, Gati Shakti Vishwavidyalaya, Vadodara, India), Richa Singh Dubey (Motilal Nehru National Institute of Technology Allahabad (MNNIT) Allahabad, India), Douglas W.S. Renwick (Nottingham Business School, Nottingham Trent University, UK)and Rohan Crichton (David D. Reh School of Business, Clarkson University, USA)
DOI: 10.4018/979-8-3693-2346-5.ch013
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Abstract
This chapter explores the intersection of marketing and sustainability in the digital era. Given the rising importance of issues and the increasing emphasis on social responsibility, companies are actively exploring ways to incorporate sustainability into their marketing strategies. This chapter offers an overview of the principles and current trends in this field providing useful insights for businesses looking to utilize technology to accomplish their marketing objectives, while also promoting sustainability. The chapter also throws light upon the difficulties linked to incorporating sustainability into marketing research and marketing strategies. The chapter also highlights the value of improvement and innovation as digital technologies advance and present possibilities for sustainable marketing. In total, the discussions in this chapter present a source for businesses aiming to incorporate sustainability into their marketing strategies. It provides an examination of the principles, current developments and obstacles in this field as well as offering practical advice and suggestions on how to use technology to accomplish marketing and sustainability objectives for marketing professionals, corporate executives, and sustainability advocates who want to navigate the changing world of marketing in today's age.
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