Sustainable marketing marketing decisions informed by

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sustainable marketing Marketing decisions informed by soft sciences such as anthropology and sociology Potentially detrimental to overall business, not just marketing function Fig. 8 Kaleidoscope model: soft science in fl uence on marketing decisions 84 C.F. Amos et al.
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speci fi cities were to be identi fi ed, they would have likely to have changed soon after being identi fi ed. But this is the nature of this soft science. It should be stressed that despite the inability to explicitly identify areas of speci fi city, there is never- theless an interesting future for soft science in marketing, despite its unpredictable nature. The purpose of using such a framework is also to emphasise the intricate nature of such a soft science within its entirety. Like the kaleidoscope, a myriad of dif- fering shades, patterns and focal points are produced with every new turn/discovery. This makes it incredibly dif fi cult from a marketing perspective being able to arrive at absolute marketing results. However, on the other hand, one may argue that this makes up a part of the essence of marketing. The unpre- dictability fuels the need for marketing. Furthermore, it provides endless inspiration for new ideas, models and marketing concepts. 7 How This Is Relevant to the Luxury Industry Classically speaking, luxury has been very much associated with, and has revelled in, soft sciences, both as a social theory and also within business/marketing terms. Luxury appears to be a rewarding subject for soft sciences, in particular sociology for example and this is still somewhat prevalent today. According to Schrage ( 2012 ), classically, luxury has placed focus (to arguably some degree) on high- lighting social exclusivity, which had rendered it effective beyond the circle of luxury consumers. There were distinctive behavioural patterns of luxury con- sumption that were used as signi fi ers for social status, for example (Schrage 2012 ). Marketers have pro fi ted from playing to these behavioural patterns to attract luxury clients and fi x the notion of luxury with a distinct social outlook. One may proclaim that it is soft marketing at its peak, taking into account behavioural patterns and social cues to in fl uence clients purchasing intensions. Classic luxury marketing encompasses human psychology and behaviours. According to Schrage ( 2012 ) within modern luxury consumption, these beha- viours and ideals are no longer as prevalent, and the landscape for luxury in terms of soft science marketing means is a little different, but slightly more complex. The types of clients are changing, the demands, also are changing. Therefore, the link between luxury and soft science marketing in a modern capacity has seemed to be shifted and it s social function is certainly not what it once was (Schrage 2012 ).
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  • Fall '19
  • Sustainable fashion, Sandra Roos

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