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Evolution and future of the marketing and sustainability linkage: Towards a civil marketing approach
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2021
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Hernández Zelaya, Sandra Lizzeth // Reyes-Reina, Fernando // Rodríguez Benito, María Elena
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IGI Global
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Hernandez Zelaya, Sandra Lizzeth, Fernando Reyes Reina, y María-Elena Rodríguez Benito. «Evolution and future of the marketing and sustainability linkage: Towards a civil marketing approach». En Financial management ans risk analysis strategies for business sustainability, 105-23. ----: IGI Global, 2021.
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Financial management ans risk analysis strategies for business sustainability, 105-23. ----: IGI Global, 2021.
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The pairing of sustainability and marketing has been around for several decades and has opened new
standards in management and marketing. The main objective of this chapter is trifold: First, to shed some
light on the distinctions between sustainability marketing and analogous terms; second, to review some
of the criticisms that have arisen (i.e., greenwashing or green marketing myopia); finally, the authors
offer a broader term for the marketing and sustainability link. The chapter will review the evolution of
these concepts and present future directions of the sustainability and marketing linkage. Taking as a
starting point theories that propose a new relationship between society and companies (civil economy,
corporate citizenship) and the new paradigm of marketing, the authors also put forth a wholesome
concept: civic marketing. This concept balances the two objectives expected in a marketing approach: positive business results and customer satisfaction in a sustainable economy
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