An analytical approach to more sustainable and contemporary marketing strategy
Session
Management, Business and Economics
Description
This paper represents a critical analysis and review of marketing literature covering recent studies on marketing issues related to the concept of sustainability. In the face of growing criticism of a one-dimensional profit-driven approach, we consider the marketing concept requires rebranding to address sustainability issues. An intensive strategic discussion and decision-making are required regarding the need to change the attitudes that promote and implement contemporary marketing strategy. The change should impact the consumption model through the creation of commercial proposals, which will positively shape the future of market exchange, social life and eco-systems. Moreover, businesses should present to consumers an attitude of active and responsible management, who is capable and willing to take the responsibility regarding this change.
Keywords:
marketing, strategy, digital technology, sustainability.
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-550-95-6
Location
UBT Lipjan, Kosovo
Start Date
28-10-2023 8:00 AM
End Date
29-10-2023 6:00 PM
DOI
10.33107/ubt-ic.2023.148
Recommended Citation
Limani, Ylber and Lubishtani, Argjenda, "An analytical approach to more sustainable and contemporary marketing strategy" (2023). UBT International Conference. 1.
https://knowledgecenter.ubt-uni.net/conference/IC/MBE/1
An analytical approach to more sustainable and contemporary marketing strategy
UBT Lipjan, Kosovo
This paper represents a critical analysis and review of marketing literature covering recent studies on marketing issues related to the concept of sustainability. In the face of growing criticism of a one-dimensional profit-driven approach, we consider the marketing concept requires rebranding to address sustainability issues. An intensive strategic discussion and decision-making are required regarding the need to change the attitudes that promote and implement contemporary marketing strategy. The change should impact the consumption model through the creation of commercial proposals, which will positively shape the future of market exchange, social life and eco-systems. Moreover, businesses should present to consumers an attitude of active and responsible management, who is capable and willing to take the responsibility regarding this change.