?Marketing is the whole business seen from its final result, that is
from the customer?s point of view? Peter Drucker
Therefore - sustainable marketing means sustainable business, doesn't it?
Sustainability recognises the intertwining of environmental, social
and economic progress, and well-being. It is increasingly important to
the reputation of the organisation or brand.
this means
A sustainable business therefore is one that has a sustainable
proposition. In other words, it has a strategy and operational plan
that means it will be operating in years to come. It will not run out
of resources, have its brand weakened by moral or ethical argument,
destroy the environment or antagonise its suppliers over time. Its
reputation will be continue to be recognised and valued by its
customers.
Note that sustainability is not a substitute for profitability.
I suggest that you read a free booklet from
http://www.cfsd.org.uk/smart-know-net/ . You will find out why it does
matter and why it is viable for America's businesses. Not only in
America btw....
Regards |
