Sustainable marketing may be viewed as marketing that is within, and supportive of, sustainable economic development. Peattie (The Marketing Review 2(2):129 - 146, 2001) maintains that sustainable economic development poses major challenges for marketing. These challenges concern futurity, equity, and needs/wants. This paper focuses on the equity and needs/wants challenges ...Download Now
In this paper, the author proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing ...Download Now
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