Editorial: Doing well by doing good

Judie Lannon introduces the March 2012 issue of Market Leader, which includes a focus on sustainable marketing.

Editorial: Doing well by doing good

Judie Lannon

A surprising number of people on Desert Island Discs have a fondness for Yale mathematics professor Tom Lehrer's zany satirical songs with such titles as 'The Old Dope Peddler', the last line of which is 'doing well by doing good'. Such is the wonder of the English language that the phrase is instantly recognised as satirical in the song but perfectly reasonable in the context of what many companies are now doing.

Unilever has been in the vanguard of sustainable marketing and in the lead article in this issue Keith...

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