These guidelines present how science in marketing can

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These guidelines present how science in marketing can be effectively incorpo- rated together to inform marketing decisions. Overall, science in marketing is a quest for knowledge, effective working knowledge that can be applied to an 80 C.F. Amos et al.
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expanding business. However, as we move into the next section of this chapter, we will discover how sustainability in fl uences marketing, and how soft sciences affect the sustainability of marketing. 4 Sustainability Within Marketing There appears to be a prevalent problem at the heart of sustainable marketing that is as obvious as it is ubiquitous, a so-called value-action gap. Over the years, many sustainability campaigns have been appealing to our better intentions, values, ethics and so on (Townsend and Niemtzow 2015 ). The reasons for why these campaigns were not as successful as hoped, relates to the emphasis of such campaigns. Focus should be placed not on values, but on value. The value offered by brands requires attention as most sustainably marketed products and services fail to answer the question what s in it for me? (Townsend and Niemtzow 2015 ). Understanding the bene fi t for customers is vital but often an overlooked and under explored component of sustainable marketing. By showing consumers what Marketing as a science related to the process of running effective controlled experiments to test hypotheses Develop meaningful hypotheses to test, minimising confounding variables and simultaneously acknowledging the subjective nature Decide the amount of formality to be marketing experiments Consider how the outcome of an experiment can be generalised and expanded to other contexts Assess when to reuse the learning from a past experiment and when to revalidate (Adapted from Brinker 2013) Fig. 5 Essence of marketing as a science taking into account hard and soft sciences The Virtuous Circle: Hard Sustainable Science 81
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sustainability can do for them, rather than what they can do for sustainability, marketers can close the value-action gap a lot faster (Townsend and Niemtzow 2015 ). This is especially prevalent with in the fashion and luxury industries. These sectors are increasingly indulging in this notion of sustainability. However, it is more centred around the idea of how sustainability can serve such consumers. This is considerably more easily said than achieved. Sustainability seems to carry responsibilities not only related to what it s meaning implies, but also related to the idea of tapping into potential consumer value bene fi ts. Being able to develop campaigns and marketing initiatives which ful fi l both these requirements seems very dif fi cult and demanding. If we are now to couple this with soft sciences within sustainable marketing, and the notion of being able to fully understand how con- sumers will react to sustainable marketing initiatives, we enter a very complex system.
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  • Fall '19
  • Sustainable fashion, Sandra Roos

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