Abstract
Marketers are increasingly adopting sustainable business practices as the evidence mounts linking sustainability with market share, brand equity and long run profitability. While business coursework is following practice in some disciplines (e.g., environmental accounting/economics), attention to sustainability issues in marketing curricula is limited, for the most part, to discussions of “green” customers, environmental considerations in product development and packaging, and social/ethical issues in non-profit marketing (Beyond Grey Pinstripes 2009). Marketing courses wholly devoted to sustainable business strategy are rare, particularly at the undergraduate level. Thus, there appears to be an increasing discrepancy between the importance placed on a triple bottom line approach to setting marketing objectives by practitioners and its importance to marketing educators. Status quo marketing curricula fail to give students the knowledge and skills they need to be sustainability advocates and experts in their places of employment. This places them at a competitive disadvantage as they seek fulfilling careers in the field.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Wilhelm, W. et al. (2015). Marketing Education For Sustainability. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_69
Download citation
DOI: https://doi.org/10.1007/978-3-319-11797-3_69
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11796-6
Online ISBN: 978-3-319-11797-3
eBook Packages: Business and EconomicsBusiness and Management (R0)