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首页> 外文期刊>Journal of the Academy of Marketing Science >Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach
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Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach

机译：可持续的营销，公平和经济增长：资源优势，经济自由的方法

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Sustainable marketing may be viewed as marketing that is within, and supportive of, sustainable economic development. Peattie (The Marketing Review 2(2): 129-146, 2001) maintains that sustainable economic development poses major challenges for marketing. These challenges concern futurity, equity, and needs/wants. This article focuses on the equity and needs/wants challenges of sustainable development and argues that public policies and programs (of wealthy nations, poor countries, or bodies such as the United Nations) can improve economic equity by promoting the economic growth of poor countries. Furthermore, it argues that a major reason why past efforts to promote the economic growth of poor countries have so often failed is that such (allegedly) pro-growth policies have been guided by an impoverished theory of economic growth. Specifically, this article (1) discusses the implications of sustainable development for marketing, (2) shows seven ways that sustainable marketing and resource-advantage (R-A) theory intersect, (3) argues that the cause of sustainable marketing is furthered by promoting economic growth, (4) identifies the two major, radically different, theories of economic growth: neoclassical, static-equilibrium growth theory and dynamic competition growth theory, (5) shows how the two theories make four radically different, testable predictions, and (6) reviews the empirical evidence concerning the four predictions. The article concludes that the equity and needs/wants challenges of sustainable development and the cause of sustainable development more generally can be addressed by poor nations pursuing economic growth, which in turn implies that public policy should focus not on increasing investment, but on institutions that favor economic freedom and dynamic competition.
机译：可持续营销可以被视为是在可持续经济发展之内并支持可持续经济发展的营销。 Peattie（The Marketing Review 2（2）：129-146，2001）认为，可持续的经济发展对营销构成了重大挑战。这些挑战涉及未来性，公平性和需求/需求。本文关注可持续发展的公平性和需求/需求挑战，并指出（富裕国家，贫困国家或联合国等机构的）公共政策和计划可以通过促进贫困国家的经济增长来改善经济公平性。此外，它认为，过去促进贫困国家经济增长的努力经常失败的主要原因是，这种（据说）促增长政策受到了贫困的经济增长理论的指导。具体而言，本文（1）讨论了可持续发展对市场营销的影响，（2）显示了可持续市场营销与资源优势（RA）理论相交的七种方式，（3）认为通过促进经济发展可以进一步促进可持续市场营销的原因增长（4）确定了两种主要的，根本不同的经济增长理论：新古典静态均衡增长理论和动态竞争增长理论（5）显示了这两种理论如何做出四种根本不同的可检验的预测，以及（6） ）回顾了有关这四个预测的经验证据。文章的结论是，可持续发展的公平和需求/需求挑战以及可持续发展的原因可以通过穷国追求经济增长来解决，这反过来意味着公共政策不应侧重于增加投资，而应侧重于支持经济自由和动态竞争。

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