Abstract
This paper examines the impact of these trends on the role of the marketing department in the J990's. Essentially, when the buying habits of consumers are being strangely influenced by green and other environmental issues, the paper argues that the marketing concept and subsequent strategies need to be rethought. The paper then imaginatively develops the concept of societal marketing within this framework, arguing for the need for a long term marketing perspective rather than the short term window dressing approach taken by many marketing departments.
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