Describe the principles of sustainable marketing.?

[shortwinter792]

five core principles of sustainable marketing defined by Kotler & Armstrong

[Ganesha K]

Sustainable marketing :
A new approach for the company Marketing orientation has been changing in the last decades, becoming more adapted to the new economic and social requirements. In these conditions there have been introduced some new concepts as: societal marketing, green marketing or sustainable marketing.

The drivers for a company to adopt a sustainable marketing orientation are:

• increasing of legislation norms number related to pollution and environment
protection;

• the limited character of natural resources and their increasing cost

• changes in consumers’ attitudes and behaviors, so they have become more
sensitive to sustainable solutions;

• increasing of stakeholders’ awareness toward the necessity of more socially
responsible actions

• the necessity to gain a competitive advantage by adopting sustainable strategies.