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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY

Sustainable Marketing Concept

Author(s): Petek Tosun

Citation: Petek Tosun, "Sustainable Marketing Concept," Journal of Strategic Innovation and Sustainability, Vol. 12, Iss. 1, pp. 136-146

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Marketing is criticized to be inherently controversial to sustainability because of boosting sales in the

pursuit of profits. However, it is generally overlooked that marketing theory and practice can support

sustainability. The consumption dilemma between the short-term outcomes such as achieving profits and the

long-term societal outcomes such as protecting the environment may subsist; on the other hand, a

collaboration obtained among the marketers, firms, regulators and the society can support sustainability.

This article reviews the literature regarding the sustainability aiming to clarify the related concepts and

integrate them with the theoretical and practical perspectives of marketing.