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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: A framework for sustainable marketing
Authors: Gordon, Ross
Carrigan, Marylyn
Hastings, Gerard
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Keywords: consumption
critical marketing
green marketing
social marketing
Issue Date: Jun-2011
Publisher: SAGE Publications
Citation: Gordon R, Carrigan M & Hastings G (2011) A framework for sustainable marketing, Marketing Theory, 11 (2), pp. 143-163.
Abstract: This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.
Type: Journal Article
DOI Link:
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
The Open University
Institute for Social Marketing

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