THE ROLE AND RESPONSIBILITIES OF MARKETING IN SUSTAINABLE DEVELOPMENT GOALS

Öz

The views on the role and responsibilities of the marketing discipline in sustainability efforts are polarized from different perspectives. In the first group, marketing is positioned as an obstacle to sustainability (the cause of the disease), while in the second group, it is accepted as the only tool (part of the treatment) for achieving a sustainable future. The third group presents a moderate combination of polarized views in two opposing areas. Accordingly, marketing is neither directly opposed to sustainability nor the only savior that can build a sustainable future. The study aims to provide readers with a critical perspective by creating a framework regarding the potential role and responsibilities of the marketing discipline in sustainable development goals (SDGs). In this context, the focus on sustainability in marketing literature is examined within historical development and the dominant social paradigm. The need for interdisciplinary cooperation with a global consensus in solving economic, social, and environmental problems that form the basis of the sustainable development agenda and transformative approaches in marketing is emphasized.

Anahtar Kelimeler

• Sustainable Development Goals
• Sustainability
• Sustainability Marketing

Sürdürülebilir Kalkınma Amaçlarında Pazarlamanın Rolü ve Sorumlulukları

Öz

Sürdürülebilirlik çabalarında pazarlama disiplinin rolü ve sorumluluklarına ilişkin görüşler farklı perspektiflerde kutuplaşmış durumdadır. Birinci grupta pazarlama, sürdürülebilirliğin önündeki bir engel (hastalığın nedeni) olarak konumlanmakta, ikinci grupta ise sürdürülebilir bir geleceğe erişmede yegâne bir araç (tedavinin parçası) olarak kabul edilmektedir. Üçüncü grup, iki karşıt alanda kutuplaşan görüşlerin ılımlı bir birleşimi ortaya koymaktadır. Buna göre pazarlama ne doğrudan sürdürülebilirliğin karşıtıdır ne de sürdürülebilir bir geleceği tek başına inşa edebilecek yegâne bir kurtarıcıdır. Çalışmada sürdürülebilir kalkınma amaçlarında (bundan sonra SKA) pazarlama disiplininin potansiyel rolü ve sorumluluklarına ilişkin bir çerçeve oluşturularak okuyuculara eleştirel bir bakış açısı kazandırılması amaçlanmıştır. Bu kapsamda pazarlamada yazınındaki sürdürülebilirlik odağı tarihsel gelişim içinde ve baskın sosyal paradigma bağlamında incelenmiştir. Sürdürülebilir kalkınma gündeminin temelini oluşturan ekonomik, sosyal ve çevresel sorunların çözümünde küresel bir mutabakatla disiplinler arası iş birliğine ve pazarlamada alanında dönüştürücü yaklaşımlara olan ihtiyaç vurgulanmıştır.

Anahtar Kelimeler

• Sürdürülebilir Kalkınma Amaçları
• Sürdürülebilir Pazarlama
• Sürdürülebiirlik

Etik Beyan

Çalışma etik kurul izni gerektirmemektedir.

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