ABSTRACT
Marketing, as a theoretical domain, has only been meaningfully considered since the early twentieth century. Whilst it is a relatively new social science, the debates about markets, consumer behaviour and consumerism are ancient. Hence this chapter first critiques widely used definitions of marketing. Then the antecedents that led to Sustainable Marketing (SM), namely green, social and societal marketing, are considered. Furthermore, SM cannot ignore the criticisms aimed at marketing, hence critical marketing is discussed as are the nature of markets and persistent myths associated with marketing. Finally, this chapter considers the role of value (and value-types) and their influence on adopting sustainable practices.
