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



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


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


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.


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



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



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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