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Importance of Sustainable Marketing Initiatives for Supporting the Sustainable Development Goals
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Author(s): A. Anuradha (Cambridge Institute of Technology, Bengaluru, India), R. Shilpa (Garden City University, Bengaluru, India), M. Thirupathi (CHRIST University (Deemed), Bengaluru, India), S. Padmapriya (CHRIST University (Deemed), Bengaluru, India), Gopalakrishnan Supramaniam (Acharya Institute of Graduate Studies, Bengaluru, India), Bharath Booshan (Acharya Institute of Graduate Studies, Bengaluru, India), Shabista Booshan (ISBR Business School, Bengaluru, India), Naveen Pol (ISBR Business School, Bengaluru, India), Chandan A. Chavadi (Presidency Business School, Presidency College, Bengaluru, India)and Dhanabalan Thangam (Presidency Business School, Presidency College, Bengaluru, India)
Copyright: 2023
Pages: 21
Source title:
Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing
Source Author(s)/Editor(s): Iza Gigauri (The University of Georgia, Georgia), Maria Palazzo (Universitas Mercatorum, Italy)and Maria Antonella Ferri (Universitas Mercatorum, Italy)
DOI: 10.4018/978-1-6684-8681-8.ch008
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Abstract
Businesses that engage in sustainable marketing can benefit both the world and their bottom line. Earlier, companies could satisfy many customers by simply providing low pricing and high-quality goods. However, people's concern for the environment and other social concerns have grown, and so has their desire to support groups that share their beliefs. Because they often generate strong market returns and demonstrate durability during economic downturns, many investors want to support businesses that use sustainable business methods. Also, these businesses are more likely to comply with social and environmental laws. Several companies use sustainable marketing to succeed in today's ethical and ecologically sensitive marketplace. Organizations must finance sustainability programs in order to practice sustainable marketing. But, it can also improve employee engagement, promote regulatory compliance, raise revenues, and build brand loyalty.
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