The idea of sustainability is central to the true philosophy of marketing itself.
Sustainability fosters good reputable relationships with clients. It lets them know that they are essential both in the current and future generations. The idea of sustainability in marketing requires a company to focus on the social plus ethical investments as a premise to responsible marketing. The concept of sustainability mandates the understanding of how to possess the right factors to attract clients. In standard cases, utilitarianism is a theoretical concept that can be used to improve on responsible marketing as an idea of sustainability central to the philosophy of marketing. The theory of utilitarianism indicates that the consequences of decisions encompass all the stakeholders involved. As such, a marketing decision has to be assessed by looking at the implications of implementing the decision. For instance, a decision may be made regarding the best way to attract a customer without compromising the profitability of a company. The process, therefore, involves ethical decision making on how the benefit of attracting consumers does not compromise that of the company.
A perfect example is when a company opts to pay a kickback in order to win a slot on a billboard strategically positioned to target its market. The ethical concern is that the company jeopardizes its quality and integrity, which may perpetuate one-sided merit. Hence, incorporation of the deontology theory dictates that actions have consequences. Inherently, sustainability in the given an example would require the company to bid for the spot the proper way without involving corruption. In doing so, it upholds responsible for marketing, which seeks to improve ethical actions and influences. Therefore, the idea of sustainability ensures that there is increased ethical consideration in attracting the right customers in the right ways. Thus, the idea of sustainability is central to the true philosophy of marketing itself.