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| Tekijä: | Fuller, D. |
| Otsikko: | Marketing mix design-for-environment (DFE): a systems approach |
| Lehti: | Journal of Business Administration
1999 : VOL. 27-29, p. 309-336 |
| Asiasana: | ENVIRONMENTAL PROTECTION MARKETING MIX SUSTAINABLE DEVELOPMENT SYSTEMS ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | To limit unfavorable ecosystem impacts and move towards sustainability, consumer societes have generally relied on the regulation of business facilities and processes as the primary ways and means controlling waste, the antecedent of pollution. As we enter the 21st Century, the dimension of sustainability is exerting a direct influence on revenues and costs: the evaluation of sustainable marketing strategies under the standard "Total Profit=Total Revenues-Total Costs" equation is yielding more attractive results. Given marketing strategy is defined as the traditional "marketing mix->target market" model, this suggests that the voluntary development of sustainable marketing mixes by private sector firms can play much larger role in achieving environmental improvements in the future. |
SCIMA