International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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    1 Author(s):  MOHAMMAD FURQAN KHAN

Vol -  8, Issue- 11 ,         Page(s) : 22 - 25  (2017 ) DOI :


The concept of sustainability as a business practice is the most promising way for protecting the natural resources and ecosystem in our society. The integration of sustainability in every business domain has become the focus of the business leaders around the globe. Marketing is a major resource with the firms to promote the concept of sustainability. The concept of sustainability in marketing has been developing as Sustainable Marketing.

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5. Gordon, R.; Carrigan, M. and Hastings, G. (2011).  A Framework for Sustainable Marketing. Marketing Theory, 11 (2), 143-163.
6. Kotler P., Amstrong G. - Principles of Marketing, global edition. Pearson, London 2011.
7. Kotler P., Kartajya H., Setiawan I. - Marketing 3.0: from Products to Customers to the Human Spirit. John Wiley & Sons, Inc. Hoboken New Jersey, 2010.
8. Martin, D; Schouten, J. (2012).  Sustainable Marketing. New Jersey: Pearson.

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