Sustainable and Social Marketing
Lead Researchers: Prof Ken Peattie, Dr Sue Peattie and Kirsty Golding (PhD student)
To view a list of outputs from all projects within the Sustainable and Social Marketing sector, please click here
Marketing is one of the key disciplines focused on by the BRASS Centre because of its CSR and ethical implications. Much of the work carried out within this area looks at the role of new approaches to marketing, specifically sustainable marketing and social marketing . The research takes the form of a number of issue based and concept based projects that analyse key problems from the marketing perspective and identify the ways in which new marketing models that consider social and ethical aspects can be employed to find new solutions.
The projects fit in with BRASS aims and objectives by considering the following:
- The development and dissemination of new knowledge and understanding about significant changes in relationships occurring between marketers and their clients and consumers
- The creation of a better understanding of corporate accountability within the marketing profession and by those influenced by the marketing profession
- The development of new tools, models and business methods for marketers which will help practitioners and others to better understand and manage the implications of their business activity in relation to the pursuit of sustainability
and looks at marketing through the key perspectives of
Sustainability: explores how principles of sustainability can be integrated into concepts of marketing and the marketing profession as a whole
Social Responsibility: the marketing profession is entering a new era when it will need to think about its responsibility for its own actions and the impacts of those actions on consumers and producers
Re-conceptualising Business Communications: How marketers relate to businesses, products and consumers is the focus of this research, and the ways in which these relationships are changing through differences in modes of communication are central issues
Redefining Business Responsibilities: the acceptance of responsibility by the marketing profession for the potential consequences of their actions is a central issue for the future
