ABSTRACT
This chapter aims to give an overview of contemporary developments in sustainable marketing. It reviews ways in which marketers can address sustainability issues in both their everyday practice and longer term strategy. The chapter focuses largely on Principles for Responsible Management Education Principles by developing students' capabilities to generate sustainable value for businesses, facilitated by the provision of relevant educational materials. It relates marketing theory to sustainability and discusses how the key aspects of marketing are linked to sustainability. The chapter examines academic and industry developments in this field, in terms of both theory and practice and how marketers and consumers can lower their sustainability impacts and encourage more sustainable production. It could be argued that alternatively, the 'three Ps' of the triple bottom line, 'people, planet and profit', could be added to the traditional 'four Ps' marketing mix to make a new 'seven Ps' framework for the sustainable marketing of products and services.
