Session:19 Sustainable Marketing: The New Paradigm
Key Terms
Principles of Marketing | Leadership Development – Micro-Learning Session
Rice University 2020 | Michael Laverty, Colorado State University Global Chris Littel, North Carolina State University| https://openstax.org/details/books/principles-marketing
- consumer-oriented marketing
- marketing strategies focused on customer needs and solving their problems
- corporate social responsibility (CSR)
- sustainable business strategy where companies use their platform to do good, improve the world, and be socially accountable to their customers and other interested parties
- customer-value marketing
- marketing strategies in which a company works to provide the customer with maximum value compared to competitors
- economic pillar (governance pillar)
- the sustainability pillar that concerns profitability and business ethics
- environmental pillar
- the sustainability pillar that focuses on reducing a company’s impact on the environment
- environmental, social, and governance strategy
- a strategy that holds companies accountable for a sustainability strategy
- ESG pillars
- the three pillars of environmental, social, and governance that guide corporate sustainability work
- innovative marketing
- marketing strategies that use media as the method for capturing prospects’ attention and converting them into customers
- mission-driven marketing
- marketing strategies that align purpose and brand by using the corporate core mission and purpose as their focus
- purpose-driven strategy
- strategy in which companies work to make a difference in their communities through their decisions and support of environmental programs
- social pillar
- the sustainability pillar that focuses on creating an inclusive environment for the community
- societal marketing
- a marketing strategy focused on fulfilling social responsibility obligations while also satisfying customer needs
- sustainable marketing
- a marketing strategy that infuses purpose into socially conscious products and services