oa Journal of Marketing - Sustainability as a key issue in marketing : marketing

Volume 2008, Issue 10
  • ISSN : 1811-9565



Its funny how marketing terms and concepts seem to come in from nowhere and spread like wildfire, so to speak. Terms such as "customer-focused", "the digital revolution" and "return-on-investment centric" are just some examples. The term and concept currently floating through the corridors of many marketing departments and more importantly many organisations is that of "sustainability". In many cases I'm happy to report it's more than just floating down corridors, it's manifesting itself as part of strategy. In fact even the bean counters are starting to consider it as a factor in current and future methodology.

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