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What is sustainability seen from the perspective of marketing?

A sustainability orientation can create a competitive advantage within marketing. Watch Dr Maria Sherrington explain more.

Managing demand for a company’s offering represents one of the principal tasks of the marketing function. This often involves the pursuit of marketing strategies with the objective of increasing demand for a product. This video explores how managing demand in the context of the sustainability imperative may see marketing strategies with the objective of lowering or even eliminating demand. However, businesses are most likely to pursue ‘demand redirection’, whereby environmentally more sustainable products substitute for ecologically harmful products.

You can download the deck of slides below, which you may find helpful for referring back to.

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Responsible Marketing and the Fundamentals of Corporate Social Responsibility

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