So strongly these processes, have matched Myers, indicates that the result is a single entity, a planetary ecosystem that is alive and operates as if it were a super Agency. This concept, accepted every day more universally, is a way of life that must be expressed in our daily work, a movement to make the world a site better, and not only for ourselves, but for all forms of life, with which we live. Not fit doubt is signaled, it is indisputable that the human race is a single dominant species. All the dominant species change the ecosystem that surrounds them. The species of ponderosos pines are example, altering the environment in which grow. The environmentalism, which seems to be the ideology of this century, involves having an image of mother earth as a total system, and at the same time loving her. In short, need be considered increasingly the role of sustainable marketing, whereas as Cesar Castro, points out that sustainable Marketing is convincing the consumer that take decisions that will make possible the business and the medium Manuel Mandujano care gives us in this regard, that the sustainable marketing is more than an immediate gaze, is a long-term strategy; for example, if one seeks to expand market share, not just to do based on the reduction of the price of cell phones, because it would end the company; Therefore, the sustainable marketing is not a campaign, but the way position unpublished products and go to different audiences, including those in the Middle rural, added Castro.

The concept that seems seductive, referred to in other words to the balance of the Mission of a company and its business objectives and needs of the consumer with the urgency of preservation of the ecosystem through products more durable, which consume less energy and are manufactured with recyclable and non-polluting materials. Finally, Javier Varela reminds us that consideration that be, or try to be sustainable and to carry out actions of sustainable marketing and management, to be incorporated into the company’s strategy. These principles have been mixed with those of the company and among all configure the pillars that sustain the company.