การตลาดอย่างยั่งยืน: กระบวนทัศน์ใหม่มุ่งสู่ความยั่งยืน

Abstract

The paper presents the concepts drive the market towards sustainability through research synthesis method. In the research, five concepts of marketing will be introduced as 1) societal marketing, 2) social marketing, 3) ecological marketing, 4) green marketing, and 5) sustainability marketing. The sustainability marketing formed of four factors that are planning, organizing, operating and controlling the resources and marketing campaign in order to meet the demand of consumer. In the meantime, social and environment factor are concerned with regard to achieve the organization milestones. Regarding firm perspective, Sustainability marketing comprises three dimension are economic viability, social equity and environmental protection.