‘Traditional’ marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[1] As it relates to business, Donald Fuller in Sustainable Marketing: Managerial - Ecological Issues, states that marketing is not only an inseparable concept but, traditional marketing success has been defined as satisfying costumers and concurrent profits for the firm. This is often called the “win-win” strategy.[2] Traditional marketing often constitutes creative industries which include advertising, distribution and selling. It is concerned, not only with current marketing strategies, proper marketing also anticipates a customers' future needs and wants, which are often discovered through market research. Additionally, marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Market research underpins these activities.[3]
You may be wondering, ‘What is the difference between sustainable marketing and more traditional marketing? It isn't just about selling green products to the “LOHAS” market segment, which encompasses 63 million people. Or the $540 billion Cultural Creative’s market. “Sustainable Marketing gives traditional marketing methods and discipline to entrepreneurs in the green marketing sector, teaches corporate social responsibility and green marketing to existing well-established companies, and also going beyond branding, evolving marketing, understanding our customers better, their values, emotions, and buying behavior, and their hopes for making a sustainable, restorative relationship with their families, their communities, and the earth.”[4] Fuller helps simplify this concept by stating that sustainable marketing utilizes all of the traditional marketing strategies while attempting to reinvent product systems to achieve “zero-waste, zero discharge outcomes while providing the same or improved benefits to costumers is a logical solution to pollution.”[5]
You may be wondering, ‘What is the difference between sustainable marketing and more traditional marketing? It isn't just about selling green products to the “LOHAS” market segment, which encompasses 63 million people. Or the $540 billion Cultural Creative’s market. “Sustainable Marketing gives traditional marketing methods and discipline to entrepreneurs in the green marketing sector, teaches corporate social responsibility and green marketing to existing well-established companies, and also going beyond branding, evolving marketing, understanding our customers better, their values, emotions, and buying behavior, and their hopes for making a sustainable, restorative relationship with their families, their communities, and the earth.”[4] Fuller helps simplify this concept by stating that sustainable marketing utilizes all of the traditional marketing strategies while attempting to reinvent product systems to achieve “zero-waste, zero discharge outcomes while providing the same or improved benefits to costumers is a logical solution to pollution.”[5]
[1] Marketing definition approved in October 2007 by the American Marketing Association
[2] Fuller, Donald A. Sustainable Marketing: Managerial - Ecological Issues. SAGE Publications. 1999. Page 3.[3] http://en.wikipedia.org/wiki/Marketing[4] http://www.sustainablemarketing.com/[5] Fuller, Donald A. Sustainable Marketing: Managerial - Ecological Issues. SAGE Publications. 1999. Page 3.
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