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.
|Title of host publication||The Routledge Companion to Marketing and Society|
|Publication status||Accepted/In press - 2022|
|MoE publication type||A3 Book chapter|