Applications of Blockchain in Building Marketing Framework

Abstract

Firms apply various technological applications to achieve their businesses objectives. Developing marketing framework (MF) has been a challenge for firms in all types of products and services. This is because firms are not sure of which MF can best suit their business practices and attain environmental sustainability. Another important reason is that there are some marketing models (MM) which are confused with the MF that leads to misinterpretation of applications. This research chapter is qualitative in nature and has two parts. The first part presents the definitions of MM and MF and presents a comparative analysis between them. The second part presents the application of blockchain for developing successful marketing framework for environmental sustainability. Results are presented by using observation methods. Analysis and are based on the firm's experience in the use of blockchain in building MF for environmental sustainability.