Fulfilling the tasks of sustainability marketing requires the employment of tools from the sustainability marketing mix, which comprises the following: sustainability in product, price, distribution, promotion and personnel. The adoption of sustainable development principles by SME marketing departments does not fundamentally change the basic properties of the tools in the mix, that is their complementarity and the resultant synergy effect, but it expands the scope of their impact on the society and environment. This chapter presents a discussion on the nature and specificity of individual tools in the sustainability marketing mix.
Wiścicka-Fernando, M. (2018), "Sustainability Marketing Tools in Small and Medium Enterprises", Rudawska, E. (Ed.) The Sustainable Marketing Concept in European SMEs, Emerald Publishing Limited, pp. 81-117. https://doi.org/10.1108/978-1-78754-038-520180005Download as .RIS
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