From Conflict to Cooperation: A Macromarketing View of Sustainable and Inclusive Development in Lebanon and the Middle East.

Since the beginning of the Syrian war, Lebanon has experienced a major population change and has become the country with the highest number of refugees per capita. The authors apply a macromarketing perspective to study the effects of this population growth on the environmental management of Lebanon, with implications for the Levant and broader Middle East. An analysis of several factors, including geography, climate, population, economics, and politics, offers a holistic and integrative assessment of resource management, quality-of-life (QOL), economic diversification, and inclusive employment. Attention is given to social dilemmas in Lebanon's consociational politics, and how these dilemmas may be affecting policy making and ultimately sustainable development-locally, nationally, and regionally. The authors share a systemic framework to facilitate understanding and solutions via cooperation and constructive engagement of catalytic institutions, consideration for all stakeholders, and innovative projects that include refugees for best practices to promote sustainable and equitable development, and ultimately peace and prosperity in Lebanon and the Middle East.

A Macromarketing View of Sustainable Development in Vietnam.

The authors apply methods and perspectives from several disciplines to explore the effects of Vietnam's economic development on various ecosystems, to offer a macromarketing view of sustainable development in Vietnam. An adapted version of the Sustainable Society Index was used to assess Vietnam's sustainability, how Vietnam's measures compare to other countries, with implications for future sustainable-development. Among several findings, Vietnam earns favorable sustainability ratings in absolute terms for water resources, healthy living, energy use, greenhouse gases, genuine savings, and employment. Ominously, Vietnam and some of its nearby neighbors post poor scores for energy savings and education. Going forward, energy savings, a well-educated population, and a coordinated marketing system will be required to ensure favorable sustainability measures. Drawing on macromarketing explorations of complex and interdependent systems, key factors are considered to redress unsustainable resource exploitation and degradation. Particular attention is given to the complexities and dilemmas inherent to waterways, such as the Mekong River Basin and Delta. The authors argue for multi-win goals, systemic understanding, stakeholder inclusion, and resolutions via cooperation and constructive engagement-including projects, products, services, and institutional leadership for best practices designed and administered to enhance sustainability and citizen/societal well-being.