Special Issue on Sustainability as Megatrend: Journal of Macromarketing, 2014

Pierre McDonagh; Andrea Prothero

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Special Issue on Sustainability as Megatrend: Journal of Macromarketing, 2014

机译：可持续发展作为大趋势的特刊：宏观营销杂志，2014年

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One of the most challenging things that business and marketers need to act upon is a response to global environmental problems, what many now term "sustainability." Sustainability has become one of the most contested and dynamic areas in academia, while some in the business world have hailed it a megatrend for the 21st Century. As such sustainability requires informed action sooner rather than later, or to paraphrase an old Hopi saying: "We are the ones we have been waiting for." This special issue of the Journal of Macromarketing will reflect upon sustainability as a megatrend by asking various stakeholders to voice their cases: So, just what is it that you want us to do?

机译：企业和营销人员需要采取的最具挑战性的措施之一就是对全球环境问题的应对，现在许多人将其称为“可持续性”。可持续发展已成为学术界最富争议和活力的领域之一，而商业界中的一些人则将其称为21世纪的大趋势。因此，可持续性要求及早或早地采取明智的行动，或者用一句古老的霍皮语说：“我们是我们一直在等待的人。” 《宏观市场营销杂志》的这一期特刊将通过要求各利益相关方表达自己的观点来思考可持续发展这一大趋势：那么，您希望我们做什么？

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《Journal of macromarketing》 |2013年第1期|89-89|共1页
作者
Pierre McDonagh; Andrea Prothero;
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Dublin City University Business School, Ireland;

School of Business University College Dublin, Ireland;

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Special Issue on Sustainability as Megatrend: Journal of Macromarketing, 2014

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