Page 240 - sustainable tourism-- Dr.Aya

lead toward making the planet repulsive to live

in. According to Hawken, the large sized firms

are having a strong foothold across the globe

and hence should take up direct responsibility

of addressing the ecological and social

problems encountered by our society. Every

business experiences the three issues ―what it

takes, what it makes and what it wastes.‖ What

it takes is regarding the depletion of resources,

what it makes is the production of goods and

services and what it wastes is the consequence

of resource extraction and industrial

production of goods and services. Therefore, it

is implied that the large size firms, customers

and society at large, are responsible for these

three activities which affects the sustainability

of the our environment, resources and in-turn

the business of the corporations. Hence, the

concept of sustainable marketing ponders on

satisfying the consumer needs by way of

communicating the sense of responsibility

among the consumers, producers and

community with minimal harm to the

resources and ecosystem.

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