Citation
(2006), "Helping marketers to benefit from sustainable development", International Journal of Sustainability in Higher Education, Vol. 7 No. 1. https://doi.org/10.1108/ijshe.2006.24907aab.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited
Helping marketers to benefit from sustainable development
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Helping marketers to benefit from sustainable development
How can marketing strategies be shaped to build trust, develop new business opportunities and create competitive advantage? The World Business Council for Sustainable Development releases the second in a series of functional briefings aimed at helping marketing managers understand how they can contribute to their organization's sustainable development objectives.
“Driving Success: Marketing and Sustainable Development” focuses on the issue of sustainable development, a term which many marketers have become accustomed to hearing alongside jargon such as stakeholder engagement and corporate social responsibility (CSR). Each of the briefings shows how sustainable development can be a solution to a series of challenges facing the marketer, ranging from creating competitive advantage through brand innovation to building trust with customers, consumers and society and developing market opportunities.
Katherine Madden, Manager of the WBCSD's Capacity Building Program, says “marketers who can internalize the principles of sustainable development will also recognize how it can benefit not just the company, but also their careers.”
Sustainable development is a compelling idea for many people. It is concerned with how business can contribute to some of the most significant challenges that the world faces today – from climate change and biodiversity, to working conditions and health amongst the poorest in the world. The details are available at: www.wbcsd.org/web/publications/marketing.pdf.