Marketing Transformation Through The 6P Model: Challenges And Opportunities For Sustainability

Abstract

In an era of globalization and growing awareness of global issues, transformation has become a necessity for companies. This article examines the 6P Model Prosperity, Partnership, Power, Planet, Peace, and People as a comprehensive framework for achieving sustainable marketing performance. This research uses qualitative methods with a literature-based approach to analyze the challenges and opportunities companies face in implementing this model. The results indicate that despite challenges such as lack of understanding and resistance to change, there are significant opportunities for product innovation and increased customer loyalty. This article also provides practical recommendations for companies to integrate the desire aspect into their marketing strategies. By understanding and implementing the 6P Model, companies are expected to achieve sustainable goals while improving overall marketing performance.