Christiane Katharina Murr

Beyond Green Marketing: New Approaches for a Possible Implementation of Sustainability in Marketing Christiane Katharina Murr

The recent situation of the macroenvironment demands from enterprises to act as a good fellow citizen. Thus the buzzword sustainability respectively sustainable development persuades in industry and economy. Approaches such as Corporate Social Responsibility prevail on the normative level in enterprises to become state of the art. Anyway the concept of integral sustainable marketing-management is still in its infancies. Consequently it is intrinsic to set up strategies and to develop operational instruments for implementing sustainability in commercial marketing. Right here this study begins. It aims at pointing out approaches for a sustainable oriented marketing which is based on conventional eco marketing. A consumer typology and a market research combined with examples of diverse industry sectors clarify the transfer from theory to business application.