Authors
Abstract
This paper seeks to describe an integrated management systems approach for the integration of corporate sustainability into other marketing models in I.R. Iran's Automotive industry. At the first step, an extensive review of the published literature was conducted and an original framework for structuring the integration of corporate sustainability with other marketing models was determined. Then the framework was developed by experts with qualitative methodologies such as deep interview and open questionnaire. Finally, the research conceptual model was revised and completed by focus groups. The results showed that Internal Marketing, Integrated Cultural Marketing, Social Marketing, Innovated Marketing, Lean Marketing, Strategic Marketing, Green Marketing, Ethical Marketing and Humanity Marketing are effective in realization of sustainable marketing in I.R. Iran's Automotive industry. Finally, after discussion, some research and practical suggestions are presented.
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