Author(s): Ibn Abdul-Hamid
The concept of sustainability over the years has influenced the understanding of several twigs of sustainability like, sustainability marketing. In view of that, sustainability marketing like most twigs adopts the Economic, Social and Ecological (ESE) dimensions of sustainability in conceptualization or operationalization of sustainability marketing. Marketing strategy basically twirls on managerial controllable factors like price, product, promotion, place, people, physical evidence, and process (7ps). Thus, most marketing activities falls in at least one the Ps or a combination of the Ps. The current view of sustainability marketing seems not to fully integrate all the 7Ps of marketing. Consequently, the definition and conceptualization of sustainability marketing from the ESE perceptive might limit the comprehensiveness of sustainability marketing. Therefore, the aim of this investigation is to revisit the concept of sustainability marketing focusing on both the ESE and 7ps perspectives. The paper will contribute to the emerging discussion on marketing and sustainability by exploring and providing a holistic view of sustainability marketing