مقاله انگلیسی رایگان در مورد تکامل پایداری به عنوان استراتژی بازاریابی – الزویر 2012

The first marketing course, i.e., ‘The marketing of Products’, was established in ‘University of Pennsylvania’ in 1905 (Peattie and Belz, 2010). The concept undergone many changes with time after that and the field of marketing has experienced different changes. Talking specifically about marketing strategies, these have also undergone many changes and focus of marketing has also become consumer oriented as the customers’ requirements and expectations have also changed. Different issues are raised in marketing strategy with the passage of the time and companies always tried to adopt different marketing strategies to gain competitive advantage in the market. Today, sustainability is that area which is being explored by companies for growth and development. Sustainability works on ‘Triple Bottom Line’ approach i.e., people, planet and profit (Charter et al., 2006). Brundtland Report, 1987, named “Our Common Future”, coined the term sustainability. In this report, sustainable development is defined as “development that meets the needs of current generations without compromising the ability of future generations to meet their own needs”, revived the discussion on the role of business in society (WCED, 1987; p.24). Sustainability, on the other hand is defined as: According to Veiderman, “Sustainability is a vision of the future that provides us with a road map and helps us to focus our attention on a set of values and ethical and moral principles by which to guide our actions” (cited in Munier, 2005). ctions” (cited in Munier, 2005). It is clear from both the definitions that some steps have to be taken today to save future of coming generations. It also revealed that sustainability is a long term vision that deals with development of strategy based on ethical and moral principles. But, most of the time, the meaning of sustainability is understood as environmental sustainability, but it is limited not only to environmental issues, but also include the social and economic issues (Obermiller et al., 2008). Sustainability says that business practices should be assessed in terms of sustainability through economic, environmental and social dimensions. Therefore purpose of this paper is, first, to review and understand concepts of marketing strategy and sustainability, secondly, to discuss evolution of sustainability in marketing strategy and lastly, to discuss the future of sustainability marketing strategy.