• MAYANK VASHISHTH
• Prof. A K MALVIYA

The ultimate goal of marketing management is to satisfy consumers with the business value delivered. So increasing demand, sales and ultimately consumption is in the fundamental objectives of marketing. But in today’s era where natural resources are decreasing; ecological, societal and environmental concerns are emerging, the marketers are looking towards sustainable marketing. A marketing that try to combine the two extremes of consumption and sustainability. A marketing with responsible consumption, meeting today’s demand with saving research for future generations. This paper is finding the applicability of sustainable marketing as a next logical step of marketing management. This paper is based on the review of various related quality research papers to find the changing marketing management concepts towards sustainable marketing. This paper also reviews marketing management as a tool to achieve sustainable development goals and changing marketing mix together sustainable marketing mix. In a net shell this paper focus on the shift of marketing towards sustainable marketing with the analysis of the concept of Triple bottom Line, Planet, People and Profit. This research paper is to develop the conceptual framework and the model for sustainable marketing as a next logical step of marketing management. It finds the logical transformation of Marketing towards sustainability.

Sustainable Marketing, Mindful Consumption, Sustainable Development, Responsible Consumption, Green Marketing

"SUSTAINABLE MARKETING WITH MINDFUL CONSUMPTION: THE NEXT LOGICAL STEP OF MARKETING MANAGEMENT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.l703-l707, May-2023, Available :http://www.jetir.org/papers/JETIR2305B96.pdf

"SUSTAINABLE MARKETING WITH MINDFUL CONSUMPTION: THE NEXT LOGICAL STEP OF MARKETING MANAGEMENT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppl703-l707, May-2023, Available at : http://www.jetir.org/papers/JETIR2305B96.pdf