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The Past, Present, and Future of Sustainable Marketing
Abstract
Sustainable Development Goals have to be integrated into every aspect of modern society. Economic agents are transforming accordingly taking into consideration the economic, social, and environmental footprints of their activities. The marketing domain has devoted attention to sustainability issues for a long time. Organizations have applied social marketing, ethical and green marketing, as well as corporate social responsibility in their marketing strategies and programs. Sustainable marketing can center on sustainable communication, sustainable production and consumption, sustainable branding, and the promotion of sustainable behavior. The connection between marketing and sustainability can be contradictory as traditional marketing strategies induce overconsumption. Moreover, enhanced digitalization affects marketing and shapes the tools and strategies marketers are adopting. Digital transformation of marketing is expected to be based on sustainable development.
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