( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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SUSTAINABLE MARKETING: A PROVEN WAY FORWARD

    2 Author(s):  KANIKA CHAUDHRY , ASHEETU BHATIA SARIN

Vol -  5, Issue- 5 ,         Page(s) : 423 - 429  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Sustainability is no longer an optional add on. Like digital, it is happening and will be impacting all businesses in some way. Interest in sustainability stems not from a general sense of ‘doing good’ but from a solid business case. Sustainable marketing is the contemporary description of an "environmentally enlightened" approach to marketing that has been around for several decades (Ottman 1993; McDonagh and Prothero 1997; Peattie 1992; Wasik 1996). More recently, the emphasis has shifted to the importance of sustainability of marketing activities.

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