The Role of Community Management in Sustainable Marketing

Abstract

Sustainable marketing requires studying consumer behaviour to design appropriate communication messages so they can convey business values ​​effectively. Responsive marketing tends to act as a market controller rather than being controlled by the market. Therefore, studies are needed that respond to pressures, behaviour and habits, trends, and market impacts to find out the most appropriate strategies and processes to capture the direction of the strongest specific desires of the market. Identifying meaningful consumption patterns is an important strategy in optimizing sustainable marketing which in practice can reduce excessive media use, reduce unnecessary waste of time and effort, and can focus more on specific education for communities based on their core needs. Therefore, this case study and the literature review find that community works role in Doesoen Kopi Sirap, Semarang Regency, Indonesia, concludes that community management is crucial in implementing sustainable marketing.