The sustainable marketing canvas: a new decision-making tool

dc.contributor.authorFuduric, Nikolina
dc.date.accessioned2024-05-23T12:54:41Z
dc.date.available2024-05-23T12:54:41Z
dc.date.issued2020
dc.description.abstractMarketing has made little impact upon environmental, social and economic sustainability due to a conceptual and level-of-analysis fragmentation. This acts as a barrier for theoretical development and for coherent, sustainable action. Yet, firms and society desperately need answers for which marketing is uniquely poised in offering. Providing order to the complexity is what marketing managers need. One way to do this is to marry notions of marketing sustainability with “normal” marketing in a decision-making tool. A Sustainable Marketing Canvas is introduced where the 7P’s are fused with the Triple Bottom line. VAUDE GmbH & Co, a sustainable outdoor brand in Germany, is the case example. Strategic marketing decisions from CEO Dr. Antje von Dewitz and her management team are structured into the canvas to prove its relevance to practitioners, its simplification of complexity and the inclusion of different levels of analysis
dc.identifier.issn1865-7516
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/42729
dc.issue4
dc.language.isoen
dc.publisherInstitut für Marketing und Customer Insight,Universität St.Gallen
dc.relation.ispartofMarketing Review St. Gallen
dc.spatialSt. Gallen
dc.subject.ddc330 - Wirtschaft
dc.titleThe sustainable marketing canvas: a new decision-making tool
dc.type01B - Beitrag in Magazin oder Zeitung
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.ReviewTypeAnonymous ex ante peer review of a complete publication
fhnw.affiliation.hochschuleHochschule für Wirtschaftde_CH
fhnw.affiliation.institutInstitut für Unternehmensführungde_CH
fhnw.openAccessCategoryClosed
fhnw.publicationStatePublished
relation.isAuthorOfPublicationb4a8873f-1bb5-472f-821e-e0caee0fae83
relation.isAuthorOfPublication.latestForDiscoveryb4a8873f-1bb5-472f-821e-e0caee0fae83
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