دانلود رایگان مقاله لاتین گسترش مفهوم آمیخته بازاریابی جهت کسب ارزش برای افراد و جامعه در کل از سایت الزویر
عنوان فارسی مقاله:
بازاریابی برای پایداری: گسترش مفهوم سازی آمیزه بازاریابی برای به دست آوردن ارزش برای افراد و جامعه در کل
عنوان انگلیسی مقاله:
Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large
سال انتشار : 2017
بخشی از مقاله انگلیسی:
3. Marketing and sustainability: The state of play
There has been a recent and substantial increase in academic focus on sustainability marketing (Belz, 2006, p. 139). For sustainable entrepreneurs (Belz and Binder, 2015), a triple-bottom-line approach is the purpose and focus from the outset. For businesses that must make “drastic changes in their research-and-development, production, financial and marketing practices if sustainability is to be achieved” (Kotler, 2011, p. 132), this achievement might come from sustainability-oriented innovation (e.g., Adams et al., 2016). The novel marketing proposed below provides a blueprint for retrofitting sustainability, by guiding the direction of firms’ sustainability-oriented innovation, and is equally relevant for sustainability entrepreneurship start-ups. Several general texts addressing sustainability from the marketing perspective have recently been published, including those by: Belz and Peattie (2009); Dahlstrom (2011); and Martin and Schouten (2012), while a number of journals, for example, the Journals of Macromarketing; Sustainable Tourism; and Business Ethics focus on the topic. In an effort to identify research priorities that have the potential to advance the service marketing field and deliver value to customers, organisations and society, Ostrom et al. (2015) highlighted improving well-being through transformative service as one of 12 areas for attention, with service sustainability the highestrated well-being sub-topic. This discussion noted that sustainability should be more holistic than merely dealing with the environment, and include the triple-bottom line (TBL), and service design might consider environmental protection and “how customers and employees can be influenced and/or incentivized to take on roles that reduce a service’s negative environmental impact” (p. 141). While not specifically addressing marketing, Maxwell and van der Vorst (2003) recommend that in order to effectively integrate sustainability in product and service development, traditional criteria, such as economic, quality and customer requirements, should be complemented by considerations of environmental and social impacts, and the functionality required (p. 888). At the corporate level, Adams et al. (2016) argue that creating social and environmental value in addition to economic returns via sustainabilityoriented innovation (SOI) requires making intentional step-changes to an organisation’s philosophy and values, as well as to its products, processes or practices. While featuring a particular sustainability-oriented brand item in a product mix, such as Toyota’s hybrid vehicle options, for a corporation to be perceived as sustainability-oriented, the entire corporation’s operation, including its product range, is required to be underpinned by a sustainability orientation (Tollin et al., 2015). Marketing, after all, might be considered “the whole business seen from the point of view of its final result, that is from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise” (Drucker, 1954, pp. 38–9). This whole-of-enterprise perspective, by necessity, brings marketing for sustainability into the realm of brand positioning, corporate identity and corporate marketing. Marketing ‘creates customers’ (Drucker, 1954) through positioning, that is, achieving “the way consumers, users, buyers, and others view competitive brands or types of products” (American Marketing Association, 2016). Balmer and Greyser (2006) highlight that “a key attribute of corporate-level marketing is its concern with multiple exchange relationships with multiple stakeholder groups and networks” (p. 732), stressing the importance of network partner relationships and recognising that different stakeholders’ held images of corporate brands are an amalgam of many often conflicting facets. Balmer’s six elements of the corporate marketing mix (see Balmer and Greyser 2006) detail the antecedents of corporate brand image formation: character, or corporate identity (What we indubitably are); communication (What we say we are); constituencies (Whom we seek to serve); covenant (What is promised and expected); conceptualisations (What we are seen to be); and culture (What we feel we are). Optimal brand image, and positioning, will be achieved when all six Cs align. Managing the elements of the marketing for sustainability mix proposed here will permit firms to more optimally coordinate these six brandand demand-shaping forces. Marketing for sustainability considerations must start from the vision/mission and permeate each level of a business’s strategic planning. Interface Inc., the carpet tile manufacturer associated with the late Ray Anderson, for example, expresses its mission as the aspiration, “To be the first company that, by its deeds, shows the entire industrial world what sustainability is in all its dimensions: People, process, product, place and profits, by 2020, and in doing so we will become restorative through the power of influence” (Interface Inc., 2017).
کلمات کلیدی:
Extending the Concept of Consumer Satisfaction by Ralph L. Day www.acrwebsite.org/volumes/9346/volumes/v04/NA-04 by RL Day - 1977 - Cited by 547 - Related articles This paper suggests ways to extend the conceptualization of the process leading .... extent upon local market conditions and the individual's shopping behavior. Marketing in the 21st Century - Belz - 2006 - Business Strategy and ... onlinelibrary.wiley.com/doi/10.1002/bse.529/abstract by FM Belz - 2006 - Cited by 102 - Related articles Apr 12, 2006 - ... the market for 'green' consumer products. View issue TOC Special Issue: Sustainability Marketing. Editorial. Marketing in the 21st Century ... Events Marketing Management: A Consumer Perspective https://books.google.com/books?isbn=1136289801 Ivna Reic - 2016 - Business & Economics marketing. communications. for. events. In the early chapters of this book we ... we discussed the limitations of the dominant concept of the Marketing Mix and we ... Extending this work, Prahalad and Ramaswamy (2004) and Prahalad (2004) ...
