International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Sustainability Marketing: A Changing of Marketing Concept Lead to Sustainable Business
Nitchakarn Noo-urai, Kaedsiri Jaroenwisan

The paper presents the concepts drive the market towards sustainability through research synthesis method. The marketing growth has occurred by virtue of five concepts which are manufacturing, product, selling, marketing, and societal. In the research, five concepts of marketing would be introduced as 1) societal marketing, 2) social marketing, 3) ecological marketing, 4) green marketing, and 5) sustainability marketing. Research finding as the two points, The First is sustainability marketing formed of four factors that are planning, organizing, operating and controlling the resources and marketing campaign in order to meet the demand of consumer. In the meantime, social and environment factor are concerned with regard to achieve the organization milestones which encourage sustainable business. The second, sustainability marketing model comprises three dimension are economic viability, social equity and environmental protection.

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