What beyond marketing 3.0: The 4Ss marketing mix strategy for sustainability

Abstract

Marketing concepts have developed eventually to serve and satisfy not only for customers as consumers but also for community and society as human spirit, well-known as Marketing 3.0 (Kotler’s terminology). By investigating marketing literature and conducting documentary research on the sustainability reports of both production and service corporations in Thailand, the Author proposed the forthcoming step of marketing mix strategy: 4Ss strategy for sustainability. This conceptual strategy is beyond the marketing 3.0 since it broadly responses to stakeholder as Human-centric approach also the solar system as nonhuman-centric oriented. The 4Ss sustainable Marketing mix strategy; Solutions, Sacrifice, Serviceability, Synergy, is innovated for both academia and practical implications. The fundamental concepts of 4Ss are based on both traditionally 4Ps (product, price, place, promotion) and contemporary 4Cs (customer solutions , customer cost, convenience, communication). However, the further extensive research is needed To strengthen this sustainable strategy.