Reinventing marketing to manage the environmental imperative

Philip Kotler*

*Corresponding author for this work

Research output: Contribution to journalReview article

306 Scopus citations

Abstract

Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to reexamine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has added another layer of concern as consumers adjust their lifestyles to a lower level of income and spending. Companies must balance more carefully their growth goals with the need to pursue sustainability. Increased attention will be paid to employing demarketing and social marketing thinking to meet the new challenges.

Original languageEnglish (US)
Pages (from-to)132-135
Number of pages4
JournalJournal of marketing
Volume75
Issue number4
DOIs
StatePublished - Jul 1 2011

Keywords

  • Consumer lifestyles
  • Demarketing
  • Environment
  • Externality costs
  • Financial meltdown
  • Social marketing
  • Sustainability

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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