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Introduction: Sustainable marketing practices foster a company and its stakeholders’ environmental, social, and economic well-being while promoting products and services. An integrated approach to sustainability recognises these three interdependent pillars, seeking to unite together. Investing in renewable energy has triple-bottom-line benefits – reducing greenhouse gas emissions, creating jobs, and promoting economic growth. Sustainable marketing practices can be a win-win for companies and the environment.

Need of the Study: Studying and understanding the sustainable development goals (SDGs) are crucial for India and worldwide. Sustainable marketing is becoming increasingly important for companies as they seek to meet the growing demand for sustainable products and services. Sustainable marketing practices can help businesses reduce environmental impact, promoting eco-friendly products and services.

Purpose of the Study: The study focused on achieving the SDGs requires addressing all three pillars of sustainability together. The study explored the different sustainable marketing practices that companies adopt worldwide, how they contribute to environmental, social and economic stability, the benefits of such practices, and the challenges companies face in implementing them.

Methodology: The study is based on secondary data – 10 companies, out of which 5 brands are among the top 10 brands (Souromi, 2023) and 5 are within the top 20 international sustainable brands (Fashinza, 2020) belonging to the textile industry worldwide, were chosen and their sustainable marketing practices were identified and analysed.

Findings: The study highlights standard sustainable marketing practices adopted by different companies worldwide in the textile industry, exploring the contribution of sustainable marketing practices in achieving SDGs.

Companies inevitably interact and entrench in complex organic systems of business relationships with other. These business networks are not objectively defined, instead they are shaped by the subjective perception of actors. This inherent subjectivity is associated with the notion of network pictures, that is, a research tool that researchers or managers can use to grasp practitioner theories. In this chapter, we discuss how the importance of identifying these theories results mainly from underlying principles of sense-making theory, as well as from the idea around performativity. Drawing on these theoretical groundings, this chapter has two objectives: to explore how practitioners actually perceive their business surroundings and to assess the extent of overlapping between (IMP Group) academic theories and practitioner theories. To achieve these objectives, the researchers use a dimensional network pictures model previously developed in the literature to analyze the network pictures of 49 top-level managers across 17 companies from two very distinct contexts or networks: a product-based network and a project-based network. Among other practices, findings illustrate how practitioners tend to simplify what is going on in their complex surroundings, to personalize their relationships with those surroundings, and to think in a stereotyped way. Moreover, the juxtaposition between the captured practitioner theories and academic (IMP Group) theories show that these are not always overlapping, and are in some cases quite the opposite. This research contributes to the ongoing discussion of the importance of grasping actors’ views of the world, arguing that sense-making theory and the notion of performativity are the two main conceptual drivers justifying the urgency in making those views more visible. This research also adds to the research on the impact and suitability of IMP Group theories on managerial thinking and practice. Finally, this research reinforces the current call for further practice-based research in business network contexts.

The introduction of consumer products can be traced back to the invention of the wheel, and after the first invention, humankind discovered that what can be consumable is marketable. Therefore, it is safe to suggest that the development of marketing, in thought and practice, has always been hand-in-hand with the evolution of humankind. Modern Turkey or Anatolia, one of the cradles of civilisation located in the Fertile Crescent or, in other words, Old Mesopotamia, has always been the centre of trade and marketing. As an emerging economy, Turkey has a lot to combine the ways of western practices with market dynamics unique to her, whereas authors find the development of marketing practices in Turkey exceptionally interesting. Therefore, this chapter aims to provide an insight and a brief history regarding the development of the Turkish marketing context throughout the years. We believe that this contribution will be helpful to those who are interested in the development of marketing in an emerging economy in an academic fashion, as well as for those who are attracted to follow the footprints of the modern era’s business environment.

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

In this chapter, the most important regulatory measures required for rural marketing and sales have been identified – why protection of consumers' interests should be maintained; why rural development is important; the role of Code of Conduct, particularly on Advertising and Marketing Communication Practice 2011, and the role of Codes, in general, but in particular, International Code of Advertising Practice 1986, the Code of Marketing Practice, the International Code of Sales Promotion 1987, etc. have received attention.

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the co-productive process between consumer and producer. This chapter establishes a conceptual overview on sustainable tourism and its alternative terms (ecotourism, responsible tourism, soft tourism, ethical tourism). Its origins stem from the pivotal works of the Brundtland Report. The author considers the complex structures that interact with the tourism industry, such as the social, environmental and economic impacts of tourism in vulnerable or sensitive climates. For example, in Central Thailand, cities such as Bangkok have experienced rapid urbanisation as well as burgeoning tourism. This has resulted in high levels of air pollution from traffic congestion and manufacturing, while escalation in the tourism industry places burdens on waste management systems. Further strains on waste management in both the Eastern and Southern regions, particularly along the coastlines, which suffer from high levels of coastal litter, are attributed to the rising tourism industry – a process other popular destinations have undergone, such as Costa Rica. Examination of cases such as Thailand will elicit further discussion of public awareness of the impacts of the tourism industry in vulnerable climates. Lastly, the chapter will look at cases of demotion or de-marketing of tourism in certain regions in order to limit the number of visitors, such as that of the Blue Mountains National Park in Australia. In addition to the case studies reviewed in this chapter, there is a practice exercise in developing an environmental performance index, based on existing data on country-specific environmental performance.

This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets.

We develop a conceptual framework and research propositions for studying the co-creation of value-in-cultural-context through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation.

The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets.

Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts – practices, norms, meanings, and resources – that frame value co-creation and exchange.

This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.

Purpose: The prominence of entrepreneurial marketing (EM) as the practice of exploiting market opportunities is becoming increasingly important to Small and Medium-sized Enterprises (SMEs). It has been stated that SMEs lack resources such as finance, knowledge, experience, and information, compared with larger firms that integrate marketing with innovativeness, which is critical to enhancing entrepreneurship. Therefore, this chapter aims at establishing the theoretical foundation that links entrepreneurial orientation with marketing practices in Jordanian SMEs. More specifically, this chapter provides deep recognition of the current status of EM opportunities and challenges in Jordanian SMEs.

Design/methodology/approach: As SMEs are one of the important components in the private sector in Jordan and contribute to the creation of almost half of the GDP. Accordingly, this chapter adopts a critical review of the relevant literature, governmental reports, business studies, and published surveys in EM among Jordanian SMEs. Moreover, this chapter will present a thorough analysis of the published statistics and insights about EM orientations from different sectors of Jordanian SMEs. Based on the reviewed and analyzed secondary data, EM initiatives, opportunities, and challenges can be extracted and highlighted to achieve the purpose of this chapter.

Findings: The expected outcomes of the chapter are to build the theoretical foundation and promote a deep understanding that bridges the knowledge gap about the status of EM in Jordanian SMEs supported by literature and published report evidence. Another outcome of this chapter is highlighting the important entrepreneurial issues and identifying areas for further research in the Middle East generally and Jordan particularly.

Practical implications: The chapter provides relevant knowledge, literature-based evidence, and lessons learned to empower entrepreneurs in SMEs. This chapter also enhances the best practices of EM for entrepreneurs, marketers, and policymakers. Moreover, this chapter proposes how to overcome potential challenges and threats that may be encountered by practitioners, especially in different cultural contexts such as the Middle East and North African (MENA) region.

Originality/value: The chapter proposed a conceptual foundation about EM in SMEs aimed at different cultural contexts like Jordan. Moreover, the chapter provides a critical review of published research that explains entrepreneurs aspirations for growth, expansion, and innovation, which is critical for the growth and sustainability of SMEs. Finally, the chapter concludes by providing policy implications and practical recommendations that can encourage policymakers in formulating and implementing the relevant interventions and strategic trends for enhancing entrepreneurship in Jordan.