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be broadened by way of effective marketing
communications.
Emerging economies like India and China are
moving fast on the track of economic
prosperity but also have significant sections of
the society, which are suffering. This also
suggests the needs for marketing which
focuses at the base of the pyramid. The
management focus on marketing, which is
evolving, is constituted by sustainable
marketing efforts and growth expectations
from the base of the pyramid. The mammoth
task is to achieve both of them at the same
time. Till date marketing has been holding a
position, which is reactive and passive in
comparison to the sustainable marketing
efforts. This has been due to the myopic
viewpoint, which says that these might be
more costly and less valuable for the ultimate
purpose. This approach might result into
reduced sustainability and hence a proactive
vision is suggested by Achrol and Kotler
(2012), which requires change in the
philosophy by firms and individuals. The first
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