ABSTRACT
This chapter considers sustainable marketing in the context of airports. It begins by examining the growing interest in sustainable marketing. This includes the evolution of sustainable marketing, sustainability in an airport context, and drivers for sustainability at airports. The chapter then examines how operators can market airports for a more sustainable future according to key sustainability issues. This includes developing an airport product and initiatives that optimise the balance between environmental protection, social equity and economic growth. The chapter then examines how airports can communicate with stakeholders including the messages and media that can be used, how to encourage stakeholder engagement and considerations regarding credibility.
