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For example, the organization encourages consumers to return their products to the shop after use for recycling (Cosmetics Business 2006), reduces carbon dioxide emission and fixes solar panels in its premises. At the same time, The Body Shop also practices societal marketing concept, one of the marketing management philosophies that focus on finding the balance between satisfying demands, meeting human welfare and achieving organizational goals (Kotler, et al, 2007, p. 21). Aside from taking actions to save the environment, The Body Shop is also creating products that satisfy customers’ needs and abide to its organizational core values...
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