Research Information System
IAC-MEM 2024, Budapest, Hungary, 1 - 02 December 2024, pp.164-167, (Full Text)
Nowadays, sustainability principles are becoming more
and more important in all sectors. In a period where companies keep up with
competition, they develop marketing strategies based on sustainability. This
approach takes social, environmental and economic factors into consideration by
developing products and services. Sustainable marketing focuses on the goal of
creating long-term value rather than the goal of making revenue. In this study,
the advantages of sustainable marketing are evaluated, and their importance are
determined. Intuitionistic fuzzy cognitive map is a suitable tool due to the
presence of interrelationships among evaluation criteria, fuzziness, vagueness,
and hesitation in data. The application is illustrated through a case study,
which is conducted in a firm that performs in Turkiye.