Marketing Mix Design-for-Environment (Dfe): A Systems Approach

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INTRODUCTION Sustainability can be visualized as a state in which the use of resources in consumption does not pollute and undermine the functioning of basic life-support ecosystems. To limit unfavorable ecosystem impacts and move towards sustainability, consumer societies have generally relied on the regulation of business facilities and processes as the primary ways and means of controlling waste, the antecedent of pollution. Through the mid-1990s, business interests generally dismissed voluntary initiatives to lessen pollution as unprofitable, altruistic exercises in social marketing. However, as we enter the 21st Century, the dimension of sustainability is exerting a much more direct influence on revenues and costs; the evaluation of sustainable strategies under the standard Profit = Total Revenues-Total Costs equation is yielding more attractive results. Given strategy is defined as the traditional marketing mix[right arrow]target market model, this suggests that the voluntary dev

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