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This concept contains the five principles: consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing and societal marketing. [1] In consumer-oriented marketing, the company "organizes its marketing activities from the consumer's point of view." Marketing activities focus on the needs of a defined user set. [1]
The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to influence social change.
Sustainable market orientation (SMO) combines the principles of MO with a macro marketing systems management approach, a stakeholder approach to integrated corporate social responsibility and marketing strategy, and the use of the sustainability management concept. SMO will serve to move corporate management beyond the micro economic and ...
Sustainability brands are brands that undertake sustainable practises in the workings of their business and champion them.. They then use brand communication tools to convey these benefits to their end consumer hence enabling then to make conscious decisions while being associated with or buying from that brand.There are several techniques to communicate this.
takes essential steps – systematically, progressively, and focused – towards a more sustainable world. The five principles of the TRE are: minimal transport; maximal fairness; zero economism; maximum middle size (deep CSR is more readily embedded in small and medium-sized enterprises) product or service falling to the most sustainable 30%. [47]
Advertisements in daily newspapers whose readers are educated and interested in sustainability issues, as well as in magazines promoting a sustainable lifestyle contribute to raise consumers' interest in sustainable products and services. Posters on the other hand are often used for social marketing campaigns. [24]
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