Kotler __top__

This is the deepest, most prophetic pillar. In the 1970s, as consumption boomed, Kotler asked the question that haunts ESG (Environmental, Social, and Governance) debates today: What if the customer wants something that is bad for society?

Strategies used to reduce demand (e.g., discouraging smoking or overconsumption of resources). Marketing 3.0 and 4.0: kotler