Marketing and sustainable development: What learning

Abstract

This study aims more precisely, to make a fundamental distinction between the concepts of sustainable development and marketing (as we shall see, they belong to two distinct logical streams) and to know its consequences at the level of education and therefore of knowledge. To realize this study, the clinical approach and the inductive descriptive approach were used through a double questioning, that of the researcher and that of the field specialists. It may be essential to recall, firstly, how this distinction emerged in our minds, before specifying its deeper meaning, and therefore knowing its effects. Emergence, meaning and knowledge will then make the tree pillars of this study. We reached at last the important effects for marketers’ education and on the usefulness of organizational learning and on the reality, that marketing development requires addressing practices significantly different from those commonly used.