SUMMARY: BUSINESS CASE FOR MARKETING 3.0 To convince shareholders, a company’s management needs to formulate and communicate the corporate vision in addition to its mission and values. In Marketing 3.0, the corporate vision should embrace the concept of sustainability as it will determine competitive advantage in the long run. The changes in the business landscape, particularly the market polarization and the scarce resources, contribute significantly to the increasing importance of sustainability. The company needs to communicate to its shareholders that adoption of sustainable practices will
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