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Environment and Sustainability

Edited By Celil Aydin and Burak Darici

The fact that environmental issues, which cause a significant externality within global goods, have gained a global dimension, necessitated more concrete steps for challenging with environmental issues. At this point, efforts to reduce environmental issues and protect the environment have been on the axis of sustainability. This book contains theoretical and empirical researches written by academicians and researches in the field of environment and sustainability. In the contributions, the macro dimensions of environmental pollution such as economic growth, health sector and technological development are examined. In addition to these, the contributors deal with micro dimensions such as consumption, marketing, accounting and firm behavior both in theory and empirically.

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The Effect of Environment on Marketing: Sustainable Marketing

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Introduction

Enterprises, by their nature, both affect their environment and are affected by it. This is a requirement of being an open system. Marketing success of enterprises depends mostly on the ability of managers to manage marketing plan and programs in this environment. As far as the interaction between marketing and the environment is taken into consideration, it is necessary to continuously observe and evaluate the developments and changes in the environment. When the environmental factors are evaluated with regard to natural resources and pollution, it is seen that the balance of life changes negatively each passing day. The efforts of turning the balance into a positive direction, namely nature and environment consciousness, started especially during the 1980s with the enforcement of the law on environment protection and continued during the 1990s with the integration of environment-friendly product and services into the market and has developed so far today. Protection of environment and environment consciousness can be explained with the notion of sustainability. Sustainability can be defined as the protection process of some factors required by social, economic and ecologic systems. Sustainable marketing that emerges as an application of relationship marketing approach, the last step of the development of marketing, is a structure that supports this process. Sustainable marketing can be defined as establishing and sustaining sustainable relations with consumers, social environment and natural environment. The sensitive enterprises that give importance to the protection of the environment and consumers should behave accordingly in all marketing activities...

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