UNSUSTAINABLE MARKETINGTHE
CRITICAL TURN
 Marketing as manipulation
 Commodity fetishism - a critical perspective, derived
from Marxist economic theory. It proposes that society is
overly dominated by consumption, and that it places
supreme value on it.
 Need and choice – more choice is good but more choice
can lead to customer confusion. Some customers are
persuaded and manipulated into purchasing offerings
they do not want or which are unfit for their requirements.
 Sustainable economic development meets current
generational needs without imposing constraints on future
generations´ needs.
 3S of sustainability:
 Ecological – marketing should not negatively impact
upon the environment.
 Equitable – marketing should not allow or promote
inequitable social practices.
 Economic – marketing should encourage long-term
economic development as opposed to short-term
economic development.
SUSTAINABLE MARKETING
SUSTAINABLE MARKETING
 The fair trade products
 The green marketing – a green consumer – the
willingness to pay more for sustainable products. The
green marketing strategies: lean green, defensive
green, shaded green, extreme green.
 Collaborative consumption – sharing economy –
based on peer-to-peer sharing and exchange of goods –
consumer can use others´ possessions instead of
purchasing new ones limited to personal use.
 It is a self-regulating business model that helps a
company be socially accountable to itself, its
stakeholders, and the public.
 By practicing corporate social responsibility, also
called corporate citizenship, companies can be
conscious of the kind of impact they are having on all
aspects of society, including economic, social, and
environmental.
CORPORATE SOCIAL
RESPONSIBILITY (CSR)
ETHICS AND MARKETING MIX
 Ethics – moral principles that govern a person´s
behaviour or the conducting of an activity and the branch
of knowledge that deals with moral principles.
 Marketing is affected by normative ethics, the branch of
ethics which related to how we should behave.
 Most professional marketing organizations have a code
of professional practice.
ETHICS AND MARKETING MIX –
SELECTED AREAS
 Green washing
 Honest advertising campaigns
 Safe products
 Price discrimination
 Price collusion
 Price gouging
 Abuse of monopoly status
 Product labelling
 Political advertising
 Marketing to children
 The use of sexual and shock appeals in advertising
 Others