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ABSTRACT
Marketing expands its skills to anticipate the challenges and turn them into opportunities. It studies new products so that they are still physically feasible in the years to come, and meet the real needs of users and decreasing financial possibilities of the majority of consumer. It harmonizes relations with Stakeholders to enable collaborative intelligence, which alone can make these new challenges.
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Karin BORAS: Author, Consultant in sustainable SME-SMI, Trainer, Speaker
INTRODUCTION
To achieve the innovations that are essential, everyone in the company, whatever their role, must reinvent themselves to acquire new efficiency and usefulness. Marketing is a major agent of change, enabling the development of new products and the creation of new relationships with customers and all the company's partners. In addition, it acquires new, broader, cross-functional functions that enable the company's other players to perform more effectively, by providing them with new services.
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KEYWORDS
Sustainable marketing | brand | communication | marketing | strategy | Circular economy | Economy of functionality
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Management and innovation engineering
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Marketing: a lever for innovation through sustainable development
Marketing: a new lever for innovation
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