Abstract
The market is the arena where companies engage in a dynamic exchange with their customers, seeking to provide value in the form of products and services in return for revenue. To thrive in this competitive ecosystem, companies rely on a well-designed marketing strategy that serves as a roadmap for achieving sustainability goals.
This chapter begins with an introduction to the fundamental concepts of classic marketing strategy, followed by discussions on current issues in incorporating ESG into the marketing strategy, such as the Creating Shared Value (CSV) approach and Cause-Related Marketing (CRM) strategy design, and the strategic choices based on the transformative marketing concept, including the emerging new business opportunities and the challenges and control of risk factors.
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Dathe, T., Helmold, M., Dathe, R., Dathe, I. (2024). Sustainability Marketing. In: Implementing Environmental, Social and Governance (ESG) Principles for Sustainable Businesses. Responsible Leadership and Sustainable Management. Springer, Cham. https://doi.org/10.1007/978-3-031-52734-0_14
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