Sustainability has become an increasingly important issue in today’s business world. All firmsoperating in domestic and global business must be cognizant of all the myriad aspects ofsustainability. All areas of Marketing, including Supply-Chain Management {SCM} have tooperate in this new environment. This paper looks at sustainability and its importance in today'sbusiness world from the perspective of marketing and Integrated Marketing Communications{IMC}. More and more online marketing is helping businesses build and develop new, innovativeand successful IMC programs, and special attention will be given to this function and how itworks with other components.This paper will focus on the interaction between IMC and SCM in terms of sustainability. Thepaper first examines SCM macro aspects. Next several SCM micro examples are used to showhow various SCM members tackle the challenge of sustainability from the perspective of IMC.These firms and organizations will be selected from different components of the supply-chain.For example, there will be a railroad {CSX}, a trucking company {YRC-The merged Yellow Freightand Roadway Express}, a distribution center {Giant Food}, a freight forwarder {UPS}, and a port{Port of Baltimore}. The paper will wind up with a relevant summary and conclusions section.The paper emphasizes the synergistic importance in developing excellent IMC programs topromote sustainability and for individual SCM members to promote their sustainability efforts.
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