Responsibility for the future of the world-paradigm shift in the theory and practice of marketing

Autores/as

  • Gábor Rekettye University of Pécs (Hungría)
  • Erzsébet Hetesi

DOI:

https://doi.org/10.18002/pec.v0i2010.770

Palabras clave:

Cambio climático, Medio ambiente, Marketing social, Consumo responsable, Marketing de sociedades, CSR, Climate change, Environment, Social marketing | Responsible consumption, Societal marketing, SCR

Resumen

En las últimas cuatro décadas muchos estudios científicos fueron publicados sobre los impactos medioambientales que amenazan el futuro de nuestro planeta. Estas manifestaciones apenas han afectado el área de marketing, no ha habido ningún cambio paradigmático. La primera parte del artículo trata de los procesos climáticos que amenazan el medio ambiente y la vida cotidiana de la población, y que pueden ser importantes para la formación del futuro del marketing. Hay una relación estrecha entre el cambio climático y el consumismo que estimula la investigación sobre la responsabilidad y la sostenibilidad del consumo. La segunda parte del artículo trata de esbozar las nuevas tendencias posibles en la teoría y en la práctica del marketing que son necesarias para enfrentar las cambiantes necesidades medioambientales.

In the last four decades quite a lot of scientific studies have been published about those dangerous signs which threaten the future of our world. These manifests have only slightly affected the field of marketing; no paradigm shift has taken place. The first part of the paper deals with climate processes threatening the environment and the everyday life of the population, and which may be important in shaping the future of marketing. There is a strong relation between climate change and consumerism enforcing the research about the responsibility and sustainability of consumption. The second part of the study tries to outline those possible new trends in the theory and practice of marketing which are necessary to meet the changing environmental needs.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Amine, L.S. (2003). “An integrated micro - and macrolevel discussion of global green issues: ‘It isn’t easy being green’’’. Journal of International Management, vol. 9, n. 4, pp. 373–393.

Bakan, J. (2004). The corporation - beteges hajsza a pénz és a hatalom után.

Budapest: Független Média Kiadó.

Bridges, C.M. and Wilhelm, W.B. (2008). “Going beyond green: The “Why and How” of integrating sustainability into the marketing curriculum’”. Journal of Marketing Education, vol. 30, n. 1, pp. 33-46.

Brundtland, G.H. (1987). Our common future. Oxford: Oxford University Press.

Calder, L. (1999). Financing the American dream: A cultural history of consumer credit. Princeton, NJ: Princeton University Press.

Corrigan, P. (1997). The sociology of consumption. London: Sage.

Douglas, D. (2008). “Carbon advantage, competitive advantage - Considering carbon offsets? Companies can get a better return by offering products and services that improve sustainability for others”. BusinessWeek.

Ecological Footprinting March (2003). Proceedings of the Sustainable Scotland Network Quarterly Meeting jointly organised with WWF. Scotland on 21 March 2003 in Arbroath.

Fien, J. (2007). “Teaching and learning for a sustainable future: Unesco’s new multimedia teacher education programme”. http://www.unescobkk.org/fileadmin/ user_upload/esd/documents/workshops/kanchanburi/fien_tlsf.pdf . France unveils blueprint for green revolution, Paris (AFP), sept 27, 2007.

Gáspár, T.; Gervai, P. and Trautmann, L. (2003). “The end of neoliberal history - the future of economics”. Futures, vol. 35, n. 6, pp. 589–608.

Idier, D. (2000). “Science fiction and technology scenarios: comparing Asimov’s robots and Gibson’s cyberspace”. Technology in Society, vol. 22, n. 2, pp. 255–272.

Kotler, P. and Levy S.J. (1971). “Demarketing? Yes, demarketing!”. Harvard Business Review, 49, 6, pp. 74-80.

Láng, I.; Csete, L. and Jolánkai, M. (szerk.) (2007). A globális klímaváltozás: hazai hatások és válaszok (a VAHAVA jelentés). Budapest: Szaktudás Kiadó, pp. 105-108.

Moran, D.D.; Wackernagel, M.; Kitzes, J.A.; Goldfinger, S.H. and Boutaud, A. (2008). “Measuring sustainable development - Nation by nation”. Ecoogical Economics, vol. 64, n. 3, pp. 470-474.

McDermott, L.; Stead, M. and Hastings, G. (2005). “What is and what is not social marketing: the challenge of reviewing the evidence”. Journal of Marketing Management, vol. 21, n. 5, pp. 545-553.

MacFadyen, L.; Stead, M. and Hastings, G.B. (2003). “Social marketing”. In The marketing book, M.J. Baker (Ed.), 5th ed. Oxford: Butterworth Heinemann.

Meadows, D.; Randers, J. and Meadows, D. (1972). “The limits to growth, thirty years later”. http://www.chelseagreen.com/.

Nyberg, A. and Stø, E. (2000). Youth, sustainable consumption patterns and life styles. Paris: UNESCO.

Peattie, K. and Peattie, S. (2009). “Social marketing: A pathway to consumption reduction?”. Journal of Business Research, vol. 62, n. 2, pp. 260-268.

Ritzer, G. (1995). Expressing America: A critique of the global credit card society. Thousand Oaks, CA: Pine Forge Press.

Ritzer, G. (1996). The McDonaldization of society. Thousand Oaks, CA: Pine Forge Press.

Ritzer, G. (1999). Enchanting a disenchanted world: Revolutionizing the means of consumption. Thousand Oaks, CA: Pine Forge Press.

Ritzer, G. (2003). “Consumers, commodities and consumption”. Prospective American Sociological Association ASA, section, in-formation. https://netfiles.uiuc.edu/ dtcook/www/CCC/.

Robins, N. and Roberts, S. (1998). Consumption in a sustainable world. Workbook prepared for the OECD Workshop. Norway: Kabelvaag, 2-4 June.

Senge, P.; Smith, B. and Kruschwitz, N. (2008). “The next industrial imperative”.

Strategy + business, n. 51, pp. 44-55.

Schaefer, A. and Crane, A. (2005). “Addressing sustainability and consumption”. Journal of Macromarketing, vol. 25, n. 1, pp. 76-92.

Schor, J.B. (1998). The overspent american. Upscaling, downshifting, and the new consumer. New York: Basic Books.

Steger, U. (2008). Perspectives for corporate social responsibility. IMD, may, working paper. Stern, N. (2007). “Stern-Jelentés: Az éghajlatváltozás közgazdaságtana”. http://www.rec.hu/Dokumentumok/STERNosszefoglalo.pdf .

Turek, J. (2005). “A History of Sustainability”. http://www.cap-lmu.de/fgz/portals/ sustainability/history.php .

Van Dam, Y.K. and Apeldoorn, P.A.C. (1996). “Sustainable marketing”. Journal of Macromarketing, vol. 16, n. 2, pp. 45-56.

Webb, D.J.; Mohr, L.A. and Harris, K.E. (2008). “A re-examination of socially responsible consumption and its measurement”. Journal of Business Research, vol. 61, n. 2, pp. 91–98.

Webster Jr. F.E. (1975). “Determining the characteristics of the socially conscious consumer”. Journal of Consumer Research, vol. 2, n. 3, pp. 88–96.

World Commission on Environment and Development (1987). Our common future. Oxford: Oxford University Press.

Descargas

Publicado

2010-12-01

Cómo citar

Rekettye, G., & Hetesi, E. (2010). Responsibility for the future of the world-paradigm shift in the theory and practice of marketing. Pecvnia : Revista de la Facultad de Ciencias Económicas y Empresariales, Universidad de León, (2010), 177–189. https://doi.org/10.18002/pec.v0i2010.770