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Promotion of Sustainable Marketing: Business Strategies and Initiatives
Abstract
Environmental sustainability should be embraced by companies. The objective of the study is to analyze the connections between sustainable marketing and business strategies and actions towards promotion of sustainable marketing. The methodology adopted is a conceptual analysis of the aspects related to environmental sustainability, sustainable marketing, and business strategies and actions towards promotion of sustainable marketing. Sustainable marketing principles relate to consumer-oriented marketing, customer value marketing, innovative marketing, sense-of-mission marketing, and societal marketing. The responsibilities of companies towards promotion of sustainable marketing and initiatives by companies are discussed. The discussions will sensitize both academicians and practicing managers about their responsibilities towards environmental sustainability, customers, and towards the society. Such understanding will allow businesses to maintain environmental sustainability while generating returns for themselves and while achieving business excellence in the long run.
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