Sustainable marketing from the perspective of the authors: Theoretical approach
According to what was indicated by Kotler and Armstrong (2017), like Schwalb and Malca (2008), called in the same way, ecological, green, social or ethical, sustainable marketing, constitutes the means to satisfy the needs of consumers. consumers and businesses, taking into consideration that their actions are socially and environmentally responsible. Additionally, each of its strategies is articulated to the consumer, customer value, innovation, sense of mission, social and ethical. For this reason, Schmitt and Cequea (2019) state that: Among the sustainability challenges that must be faced are a culture of innovation, the transparency of information and the creation of alternative solutions.