The chapter “Navigating Global Challenges” explores how sustainability considerations create both dilemmas and opportunities for organizations, with a particular focus on the role of marketers. It introduces the PLANET framework to help marketers address sustainability-related communications effectively. This framework emphasizes the importance of understanding stakeholder perspectives, aligning strategies with sustainability goals, and maintaining transparency and ethical practices in communications. The chapter highlights the critical role of digital marketers in promoting sustainable practices and addresses the complex ethical dilemmas they face. It also underscores the necessity of integrating sustainability into organizational strategies to benefit the triple bottom line—people, planet, and profit.
In this course you will:
- Understand Sustainability in Marketing:
- Participants will be able to explain the importance of sustainability in marketing and how it creates both dilemmas and opportunities for organizations.
- Apply the PLANET Framework:
- Participants will learn how to utilize the PLANET framework to address sustainability-related challenges in their marketing strategies effectively.
- Integrate Sustainable Development Goals (SDGs) into Business Strategy:
- Participants will be able to integrate the Sustainable Development Goals (SDGs) into their business strategies to promote economic, social, and environmental sustainability.
- Understand Ethical Marketing Practices:
- Participants will understand the importance of ethical marketing practices, including avoiding deceptive communications and embracing transparency with stakeholders.
- Create Shared Value (CSV):
- Participants will be able to develop and implement strategies that create shared value by simultaneously achieving economic success and addressing societal needs.
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