search query: @author Apeldoorn, P. A. C. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Dam, Y. K. van Apeldoorn, P. A. C. |
| Title: | Sustainable marketing |
| Journal: | Journal of Macromarketing
1996 : VOL. 16:2, p. 45-56 |
| Index terms: | SUSTAINABLE DEVELOPMENT ENVIRONMENT ECOLOGY REGULATIONS MACROMARKETING MICROMARKETING |
| Language: | eng |
| Abstract: | In order for marketing to play a role in sustainable economic development, a critical reassessment of marketing theory is required. Both the "societal marketing" of the 1970s and contemporary "green marketing" are efforts to improve the relationship btw. marketing and the natural environment. Sustainable marketing requires finding optimal regulatory frameworks for governing the role of marketing within a confined ecological space. |
« previous | next »
SCIMA