Green marketing: a move towards sustainable development

The future is always present, as a promise, as a lure and as temptation. Planning is the prerequisite which paves the way for Sustainable Development. Difficulties and sufferings experienced in the past lead us to lay the foundations of promise to provide for future. The lure and temptation for flawless future acts as the fulcrum for Sustainable Development. The quest for sustainability is already starting to transform the competitive landscape, which will force companies to change the way they think about products, technologies, processes, and business models. The planning paraphernalia is exhorted to review the planning process. As a result a case for Green Marketing has come up as the ultimate solution to all the ills affecting Sustainable Development. Green Marketing is going to glorify the global glow and will provide the sustained grandeur for Sustainable development. This paper highlights the interlinkage between Sustainable Development and Green Marketing and how green marketing can tackle sustainability issues.