This chapter aims to give an overview of contemporary developments in sustainable marketing. This topic is viewed from two perspectives: firstly,the marketing of products and services which are sustainable, and secondly, using marketing techniques which are in themselves sustainable. Literature on sustainable marketing is relatively limited and recent, with most of the key books on this topic having only been published since 2009 (e.g. Arnold 2009; Belz and Peattie 2009; Dahlstrom 2011; Martin and Schouten 2012). However, earlier ground-breakers were writing journal articles about the topic more than a decade ago (e.g. Carrigan and Attalla 2001), thereby sowing the seeds for more recent research.
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Document Type: Research Article
Publication date: March 17, 2017