The Chartered Institute of Marketing defines marketing as the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. Marketing heavily influences consumer choices in society. It also plays a key role in determining the business performance of co-operatives by interpreting customer wants, needs and desires, and both matching and/or influencing them.
There are four basic steps in marketing communication.
Get started: Understand the case for sustainability and how marketing can be used.
Understand the market: Identify customers using existing or custom market research.
Audit your current products and services: Conduct a strengths, weaknesses, opportunities, threats (SWOT) analysis of your current offerings.
Develop strategic options: Assess your key sustainability options and identify which have communication potential. Identify the trustworthiness of each of the options.
Considerations
Understand the full environmental impact your product or service is having throughout its life-cycle.
Integration and coherence are crucial. Customers will look not only at particular products, but also at the performance of the organization as a whole.
Performance, quality, price, and convenience still matter; environmental criteria differentiate.
Stress the benefits for customers and make things easy for them.
Ensure the credibility of your marketing. If the claim is unwarranted, it will undermine the entire effort.
Engage stakeholders. Credible third-party endorsements will significantly add to the impact.
Be proactive and demonstrate leadership. Identify problems and deal with them; don't wait for others to prompt you.
Think differently. Rethink the value of your product or services. What is the underlying need and how can it be met with less impact on the environment, or even no impact?
10. 1 Communication
Considerations 
