Driving success: Marketing and sustainable development

June 2005 – This briefing has been designed for marketing managers and people with responsibilities for communications, brand management and new product development.

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The Cambridge Institute for Sustainability Leadership has produced two functional briefings examining the personal and commercial opportunities arising from sustainability issues. Produced in partnership with the World Business Council for Sustainable Development, each briefing provides insight into how a sustainability perspective affects particular business functions.

The Marketing briefing is designed for marketing managers and people with responsibilities for communications, brand management and new product development. It focuses on the issue of sustainable development, a term which many marketers have become accustomed to hearing alongside jargon such as stakeholder engagement and Corporate Social Responsibility (CSR).