ABSTRACT
The purpose of this chapter is to highlight the new role of marketing in improving our environmental condition. Our fundamental proposition is that sustainable development can be achieved only by proactive corporate marketing and active government intervention. While governments engage in mandatory intervention, corporate marketers can undertake proactive interventions at the marketplace and within their own corporations. In this chapter, we discuss four mechanisms of government intervention (regulation, reformation, promotion, and participation) and four R’s of corporate marketing strategy (redirection of customer needs, reconsumption, reorientation of marketing mix, and reorganization) that are appropriate for promoting sustainable development. We suggest a two-dimensional shift in the approach to ecological problems: from consumption marketing to sustainable marketing and from invisible hand to a more visible hand of the government (Figure 1.1). New Orientation for Ecological Marketing https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203058398/d120e0f1-7d2b-4235-9582-1c5bceae302c/content/fig1_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/>
