Introduction
Is there a role for marketing in connecting with customers that extends communicating the offer to prospective buyers? What if marketing?s role were seen more broadly in terms of connecting with stakeholders not only in terms of value, but values? In a world where intangible assets and corporate reputation are critical components of corporate success, this broader view of connecting moves centre stage to the ethics and sustainability issues.
The purpose of the Ethics and Sustainability canon project is to identify emerging issues in this area, to generate debate - amongst marketers and people already working in this field - and to facilitate the sharing of best practice with the ultimate aim of increasing profits and sustainability.
