In terms of sustainable marketing, it is macro-marketing concept, it is defined as “The marketing within and supportive of sustainable economic development”(Dam and Apeldoorn, 1996). In contrast, bell and petey in their book, “sustainable marketing: a global perspective”, trying to explain the sustainability and sustainable marketing difference. Sustainable marketing is a kind of marketing, the establishment of a lasting customer relationship, effectively without any specific reference for sustainable development.” More effectively, sustainable marketing involving sustainable development agenda” is defined as “construction and maintain sustainable relationship with customers, social environment and the natural environment”. Therefore, we can use sustainable marketing rather than a sustainable marketing.
As stated earlier, the market has changed; some companies find sustainable issues, such as sustainability is brewing in the practice of marketing. Is necessary to consider sustainability marketing strategy, which means that the company has taken the sustainable development strategy of marketing practice and marketing mix. But, it is not easy to develop and implement, because the customer needs and want the company’s marketing strategy. In addition, to the sustainable development to enter the market marketing strategy is another unique mission and purpose.
Marketing also evolve over time.