Author: Dr. Manish Joshi

ISBN: 978-93-7183-036-2

DOI: https://doi.org/10.59646/547

Date of Publication: December 31, 2025

About the Book:

In an era marked by climate change, social inequality, resource scarcity, and heightened consumer awareness, marketing can no longer be confined to the pursuit of short-term profits. Businesses today are expected to create value not only for customers and shareholders but also for society and the environment. Sustainable Marketing: Ethics, Responsibility, and Long-Term Brand Success is written with this evolving reality at its core.

This textbook aims to provide a comprehensive understanding of how ethical principles, social responsibility, and environmental stewardship can be strategically integrated into modern marketing practices. It moves beyond traditional marketing concepts to explore how organizations can build trustworthy brands, foster long-term relationships with stakeholders, and achieve competitive advantage through sustainability-driven strategies. The book emphasizes that sustainable marketing is not a constraint on growth, but a powerful catalyst for innovation, resilience, and enduring brand success.

Designed for undergraduate and postgraduate students of management, marketing, commerce, and related disciplines, this book also serves as a valuable reference for researchers, educators, and industry practitioners. The content combines theoretical foundations with contemporary case studies, global best practices, and emerging trends such as green marketing, responsible consumption, ethical branding, digital transparency, and alignment with the United Nations Sustainable Development Goals (SDGs).

Special attention is given to the ethical challenges faced by marketers in a globalized and digital economy, including issues of consumer privacy, greenwashing, inclusive marketing, and corporate accountability. By encouraging critical thinking and responsible decision-making, this textbook seeks to equip readers with the knowledge and skills required to design marketing strategies that balance economic performance with social and environmental well-being.

Ultimately, Sustainable Marketing: Ethics, Responsibility, and Long-Term Brand Success aspires to inspire a new generation of marketers and leaders who recognize that long-term brand success is inseparable from ethical conduct and sustainable value creation.