It is not easy to define sustainable marketing. The concept overlaps with a range of terms and theories, such as sustainable development, green marketing, and

social marketing. It is also a flexible concept that marketing experts continually revise, and it is a relatively new term.

حديث نسبيًا.

For all these reasons, it is difficult to venture clear boundaries for a term like this. Still, in this article, we will do our best to place the concept

within the broader context of marketing, sustainability, and social responsibility.

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Sustainability for whom—the customer or the products?!

What are we seeking to sustain if we, as a company or any commercial or industrial organization, decide to adopt the principles and rules of sustainable marketing?

In fact, this question points to two other types of marketing: social marketing and green marketing. Without delving into

the debate over defining and distinguishing these two types of marketing, we can say that the sustainability sought by this type of marketing (sustainable marketing) is the sustainability of

customers, products, and resources.

One of marketing’s most important goals is to build lasting customer relationships. This can be achieved in various ways, including sustainable marketing, which we are

about to discuss.

Companies and other production organizations take on many roles and adopt a range of marketing strategies in the hope of attracting

loyal, long-term customers.

In any case, this type of marketing seeks to balance three areas: economic, social, and environmental concerns.

It also aims to create the greatest possible value for customers in order to earn their loyalty and ensure they continue consuming the goods and services produced by the company it is aimed at

Toward a Sustainability Philosophy.

The second desired type is product sustainability—ensuring that products do not harm the environment. This, in itself, points back to the first goal (Social Marketing أو استدامة

customers): the company’s customers will continue to buy its products and use its services if they know it is committed to protecting the environment and preserving

it from any harm caused by the services it provides or the goods it produces.

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 What Is Sustainable Marketing?

The general concept behind this type of marketing may now be clear, but to make things clearer, let’s offer a concise definition.

Sustainable marketing is based on reducing both social and ecological (environmental) problems—and, beyond that, bringing these goals together

with customers’ goals.

It is therefore clear that sustainable marketing means building lasting relationships with customers, society, and the natural environment.

The sustainability sought here has three dimensions: sustainability for customers, society, and resources. Perhaps this is what makes sustainability marketing

such an ambitious undertaking and strategy.

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أهداف ثلاثة:

The sustainability marketing approach seeks to achieve three goals, which can be outlined as follows:

1—Enriching social capital (a term first used by the late French sociologist Pierre Bourdieu to refer to the relationships a social actor forms with their surroundings),

while working to empower and develop the local community.

2—Protecting the environment and preserving the ecosystem.

3—Creating prosperity and growth for the organization and its shareholders.

This shows that this marketing strategy does not favor one party at the expense of another. It aims to generate profits for the owners of organizations and businesses,

while supporting and developing the community, helping it move forward, empowering its members, and improving their standard and quality of life. Finally, it seeks to preserve the ecosystem.

بشكل عام.

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Initial Takeaways:

The concept known as sustainable marketing is rooted in a range of fields. On the one hand, it is connected to social responsibility and the development of social capital;

on the other, it touches deeply on the true, essential meaning of marketing: the philosophy of building lasting, profitable relationships with customers. It is also

closely connected to sustainable development and everything related to it.

It is undoubtedly an ambitious marketing strategy, aiming to preserve the economy, the environment, and society. Could there be a more ambitious goal? Yet putting it into practice and following it

is by no means easy. Still, regardless of the various considerations mentioned above, it is first and foremost an ethical strategy.