Sustainable Marketing Practices at ALTEN

Extract

[...] For this technique to have an impact, it is necessary for consumers to come together and act collectively. From the 1970s, Nestlé had to face a major media scandal resulting from its marketing campaign in Africa, where it encouraged young mothers to prefer powdered milk over breast milk. Consumers were outraged by this communication campaign, especially due to the quality of water in these countries and the recognized benefits of breast milk. Another example is that of the Nike company, which at the end of the 2000s was boycotted due to the way the company treated its employees in factories located in developing countries. [...]

[...] Each one can be an actor at their level. Accompanying change and the positive influence of actors' practices is based on a company culture that is anchored, it is therefore necessary to work on this axis as well. Slide INTRODUCTION Aware of the limited scope of our study, which focused on the analysis of sustainable development practices of a particular company, we would have liked to contact managers of other structures to have a comparison between several practices, especially to know if they differ depending on the sectors of activity. [...]

[...] This merchant, without realizing it, has done marketing. Our research leads us to assert that marketing began in the 20th century.20th century with the goal of selling products without considering the expectations of potential customers. Subsequently, in 1929 and during the period of the 30 glorious years, marketing evolved to encompass the influence of consumers through advertising. Although consumer expectations were still not taken into account because the supply was equal to the demand, which led to the need to convince customers through advertising to buy the products. [...]

[...] Our theoretical framework has allowed us to build the following two research hypotheses: The first one is: The integration of social marketing principles into marketing strategies can effectively promote sustainable development. The second one is: Technological innovation is a key lever to improve and accelerate sustainable marketing efforts at ALTEN. To confront our two hypotheses, we chose to conduct interviews with two managers from Alten. Slide RESULTAT The results confirm both research hypotheses by indicating that there is indeed a coherence in ALTEN's economic strategy and the fundamental principles of a sustainable activity. « Actions such as the revaluation of 4000 screens and computers to the benefit of charitable associations. [...]

[...] Slide Literature The concept of social marketing appeared in the founding article by Kotler and Zaltman in 1971 titled 'Social Marketing: an Approach to Planned Social Change' which they define as 'the application of commercial marketing techniques to analyze, plan, execute, and evaluate programs whose objective is to change the behavior of a target individual, in order to improve their personal well-being and that of society.' (Lee and Kotler, 2019) The researcher Mayaux, F. (2012) explains that the marketing social, aims to promote a cause in order to obtain donations. Sustainable marketing, on the other hand, is a marketing that integrates into its approach the objectives of sustainable development. Before the 19th century, economic life was (almost) without marketing, households limited themselves to the strict necessary. Marketing emerged in the 17th century. [...]