Sustainability and sustainable marketing strategy should aim to meet the needs of the present generation without comprising the ability of future generations to meet their own needs. To do this, sustainable marketing must take into account the triple bottom line of sustainability, which includes environmental protection, social responsibility, and economic growth. The main characteristics of sustainable marketing are a focus on the triple bottom line, meeting customer needs, and creating long term shareholder value.
This book provides insight into the positive oasis sustainable marketing, ethical marketing, ethical advertising, and fair marketing. It further highlights that psychological and behavioral experiences, satisfaction, and the domain of affirmative marketing are important in the marketing relationship. It introduces new marketing models, including access to the individual consumer, specific profiled service process, one-to-one relationships, consumer transfer, positive and in-real-time experience.