Interdisciplinary approaches to marketing for social impact

Pia Polsa, Lucas Parker, Linda Brennan

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

This chapter discusses the intersection between marketing and the natural sciences. It first provides examples of how and why marketing can cooperate with the natural sciences and then describes interdisciplinarity in general and conceptual terms with the help of crystallisation and crossing dialogue. Marketing can benefit from the natural sciences in determining the product and service types that are environmentally sound and healthy. Marketing can also be a powerful tool for exerting influence; it can inform the natural sciences by advocating sustainable and responsible solutions to create environmental and health impacts.
Original languageEnglish
Title of host publicationThe Routledge Companion to Marketing and Society
PublisherRoutledge
Publication date25.08.2022
DOIs
Publication statusPublished - 25.08.2022
MoE publication typeA3 Book chapter

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