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Chapter 16
Rest Stop: Previewing the Concepts
• Sustainable marketing:
Socially and environmentally
responsible marketing that meets the
present needs of consumers and
businesses while also preserving or
enhancing the ability of future
generations to meet their needs.
• E.g., McDonald’s “Play to Win” strategy.
Consumerism:
An organized movement of citizens and
government agencies to improve the rights
and power of buyers in relation to sellers.