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Master Thesis

Pourquoi et comment prendre en compte le développement durable dans la démarche marketing ?

Abstract : This essay deals with the importance of sustainable development within the marketing approach. Nowadays, the consideration of environmental and social issues is becoming a necessity for our planet. Even though the goals of marketing practices seem in conflict with the assumptions of sustainability, the link between these two concepts will be established. Marketing has an influence over people and can therefore make their consumption more sustainable. This would also represent an incontestable strength for organizations that could ensure their long-term prosperity as well as benefit from a better brand image and a high customer satisfaction rate. No agreement on the way of implementing sustainable development in practice exists, but we will try to imagine how such a concept can be adopted. The purpose of this essay is thereby to highlight relevant arguments which would justify the use of more sustainable strategies, and to conceive a plan to turn this decision into actions.
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Master Thesis
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Submitted on : Friday, March 19, 2021 - 10:10:16 AM
Last modification on : Thursday, April 1, 2021 - 3:31:34 AM
Long-term archiving on: : Monday, June 21, 2021 - 8:50:42 AM


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  • HAL Id : dumas-02997394, version 1


Océane Layssac. Pourquoi et comment prendre en compte le développement durable dans la démarche marketing ?. Gestion et management. 2020. ⟨dumas-02997394⟩



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