Mark A. A. M. Leenders, Bart J. A. van Bueren, Ninh Nguyen
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The Marketing Systems Approach for Designing Effective Marketing Interfaces and a Circular Economy
In this article, we argue that Layton's Marketing Systems approach is important to tackle the triple-bottom-line (TBL) of economic, social, and environmental challenges holistically. We discuss how this system approach can contribute to designing effective marketing interfaces for a more sustainable circular economy (CE). Marketing has a legacy of understanding and increasing consumption, but it is also an essential element to drive toward a more sustainable society, as demonstrated by cases on eco-communities and sustainable food marketing systems. The article concludes by encouraging (Marketing) scholars to utilize Layton's work on multi-level systems to its fullest potential to address the pressing TBL challenge and contribute to the Sustainable Development Goal (SDG) missions in a holistic way.
期刊介绍:
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.