The sustainable marketing plan and the advantages of its application in organizations

Achieving a balance between human actions, harmony with nature, and meeting the needs of the current market without putting at risk those resources that future generations may need, is the importance of promoting the application of sustainable marketing in organizations, this is achieved through the development of a sustainable marketing plan that will promote responsible consumption through clear and timely information on the personal and social benefits generated by the acquisition of sustainable products; implementing recycling through reverse logistics, a procedure that causes little or no waste generation, providing safe jobs, supporting the environment and with social responsibility, are some of the benefits it provides. This chapter aims to provide the main aspects that address sustainable marketing, show the importance of carrying out this marketing for companies, as well as provide the steps to develop a sustainable marketing plan.