Driving Success: Marketing and Sustainable Development

How can marketing strategies be shaped to build trust, develop new business opportunities and create competitive advantage? This functional briefing, published in October 2005, aims at helping marketing managers understand how they can contribute to their organization’s sustainable development objectives. Designed for use by marketing managers and people with responsibilities for communications, brand management and new product development, as well as by sustainability experts in communicating with these professionals, the authors purposefully minimize sustainability jargon and use line-function language to increase awareness and understanding. Case studies, quotes, illustrations, and cartoons support each document.