Advancing Sustainable Economic Systems
McDonagh and Prothero (2014: 1201) remind us that current marketing philosophy is centred on the concept of ‘creating consumer value’. But customers are also stakeholders, often potentially critical stakeholders in relation to those very businesses that may try to sell them goods and services as mere customers or consumers; a clean and sustainable environment is of at least equal value to citizens, as consumers, as any product or service they may wish to acquire or use. Why then, is this aspect of ‘consumer value’ generally overlooked? The disconnect here is with the conventional, limited view of marketing as focused on the promotion of specific goods and services. Recognition of this fact could help lift marketing to that higher level, whereby it could still play its role in promoting goods and services. Marketing at this higher level could then be used to help guide the transition from an economic to an ecological model.
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