Introducción a la Mercadotecnia Sustentable
Jaen Hernández, Victor Manuel
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The defining challenge facing humanity in the twenty-first is to learn how to live sustainably, meaning to live well, while at the same time preserving the natural systems that make it possible for all people, including future generations. Marketing has enormous footprint on both the environment and the society. As the interface between the business and society, Marketing has also great potential as a force of shaping cultural change. Sustainable Marketing is about understanding and managing Marketing’s pivotal role in the future of the business and society.