Affiliation:
1. Middle East College, Oman
2. University of Technology and Applied Sciences, Muscat, Oman
Abstract
This chapter investigates integrating sustainability principles into marketing strategies, transforming the 4Ps (product, price, promotion, place) into the sustainable framework of the 4Cs. It explores the changing landscape of product development, pricing strategies, promotion, and distribution channels considering sustainability. The expanded definition of a product includes services, intangible offerings, and customer experiences, stressing continuous innovation and differentiation. Balancing fair pricing for sustainable products and addressing price sensitivity is examined, emphasizing the incorporation of social and environmental costs into pricing decisions. The influence of digital marketing and interactive strategies is explored, along with the integration of offline and online channels. The impact of technology and the COVID-19 pandemic on distribution channels is discussed, highlighting the significance of hyper-local and localization marketing. The chapter underscores the importance of sustainability in marketing strategies and recommends integrating it into the 4Ps.
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