Marketing Trends to Face the Sustainability Challenge

EasyChair Preprint 2092

Abstract

Sustainability issues are currently included in marketing studies and practices, and demonstrate the interdependence between the interests and needs of companies and society. This paper pre- sents reflections about the marketing trends in order to face the sustainability challenge. The methodology is based on bibliographic researcher. Its structure reflects: the frameworks to search for sustainable development; the challenges of sustainability, business management, and marketing; a reflection about what do innovative companies do when faced with the challenge of sustainability. As some of the main conclusions we found that the adoption of sustainable positions allows reaching new markets, to expresses values, to contribute to the corporate transformation, and increases credibility in the long-term.

Keyphrases: Green Marketing, Marketing, Sustainable marketing, social marketing, sustainable development

@booklet{EasyChair:2092,
  author    = {Valentina Gomes Haensel Schmitt},
  title     = {Marketing Trends to Face the Sustainability Challenge},
  howpublished = {EasyChair Preprint 2092},
  year      = {EasyChair, 2019}}