Marketing and sustainability

Peter Jones (The Business School, University of Gloucestershire, Cheltenham, UK)
Colin Clarke‐Hill (The Business School, University of Gloucestershire, Cheltenham, UK)
Daphne Comfort (The Business School, University of Gloucestershire, Cheltenham, UK)
David Hillier (Centre for Police Science, University of Glamorgan, Pontypridd, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 28 March 2008

Abstract

Purpose

The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability.

Design/methodology/approach

An opinion piece, that presents the views of four authors on the current state of the debate in this field.

Findings

There is little consensus on these matters. There are those who believe that marketing and sustainability simply cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption.

Originality/value

The paper opens up the debate on a subject that is clearly going to be high on the agenda for years to come.

Keywords

Citation

Jones, P., Clarke‐Hill, C., Comfort, D. and Hillier, D. (2008), "Marketing and sustainability", Marketing Intelligence & Planning, Vol. 26 No. 2, pp. 123-130. https://doi.org/10.1108/02634500810860584

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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