ABSTRACT
This chapter analyses how corporations deal with their responsibilities and what they can contribute to sustainable development through various aspects of their business. The business principle behind sustainable development is often expressed as the People-Planet-Profit principle, or Triple P. Embedding sustainability within a company requires investment in terms of time and money. The tools or principles of sustainable development are important for each aspect of the business planning cycle. Incorporating sustainable development in mission statements ensures that top managers remain committed. They are the ones who formulate the mission and stay committed to it by communicating it time after time to their employees and external contacts. Stakeholder relationship management concerns all the company's internal stakeholders and its external stakeholders such as customers, suppliers, local communities and non-governmental organisations. Sustainability in marketing began with 'environmental product marketing'.
