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Communication in Responsible Business by Roger N. Conaway

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Chapter 7

Cause-Related Marketing & Social Marketing

Green and sustainability marketing present unique challenges, not the least of which is the lack of standards for determining what it means to be a green and sustainable product—or a green company1

Sustainability marketing has emerged as a growing megatrend today among small, medium, and large businesses. We have seen the rapid evolution of traditional marketing approaches to be inclusive of sustainability. New marketing concepts address ecological issues such as “green” or environmental causes and social issues. These sustainability causes and activities exist to some degree in most businesses and organizations today. According to Belz and Peattie,2 sustainability marketing is a broad category ...

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