Marketing campaigns and sustainability issues
Marketing campaigns and sustainability issues

Author(s): Atanaska Reshetkova
Subject(s): Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising, Business Ethics
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: marketing;retail sector;sustainability;
Summary/Abstract: The concept of sustainable development has left its footprints on marketing strategy and, today, it has strong impact on the consumer’s mind and behaviour. Globally, consumers are focusing their preferences towards products and brands implementing different innovations to promote sustainability. Marketing managers face the challenge of incorporating the main dimensions of sustainability—environmental, social, and economic, into their strategies. These cases are intended to encourage critical thinking of readers regarding issues related to sustainability marketing strategies and campaigns.

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