In modern business world, sustainability has become essential because it influences the
way of develop company's strategies, allocate resources and interact with stakeholders; and
finance and marketing are two core sectors in the business world and they play crucial role
in transforming sustainability objective into measurable actions by directing capital toward
ESG (Environmental, Social and Government) projects and market value by ensuring
initiatives are authentic and communicated effectively. In this chapter, we have discussed
how finance and marketing integrate in sustainable practices, identify main challenges that
organizations face regarding sustainable practice in finance and marketing and discuss
future directions for the sustainable business development. According to existing research,
we have discussed the importance of integration of financial decision-making and ethical
marketing strategies to create long-term value which is wealth maximization. According to
analysis, although sustainable finance and marketing help in minimize risk, improve
company reputation and create competitive advantage; however, company still face
challenges related to ESG (Environmental, Social, Government) initiatives with measurement
(data availability), reporting (transparency & greenwashing), regulatory compliance ( shifting
goal ) and resistance within company (cultural & financial barriers) and we have concluded
that sustainable practices in finance and marketing depend on technology advancement,
stakeholder-driven governance, and improve global uniformity in sustainability standards.
Chapters in this book
- 1. A STUDY OF WORK SCHEDULES ON WORK-LIFE BALANCE AMONG HEALTHCARE PROFESSIONALS
- 2. A STUDY OF INTERVENTION OF AI IN BUSINESS AND SUSTAINABLE INNOVATION
- 3. ROLE OF DIGITAL WALLETS IN FINANCIAL EMPOWERMENT: INSIGHTS FROM MIDDLE-AGED DELHI- NCR RESIDENTS
- 4. A STUDY OF CORPORATE SOCIAL RESPONSIBILITY OF SELECT INDIAN COMPANIES
- 5. INTEGRATION, CHALLENGES, AND FUTURE DIRECTIONS OF SUSTAINABLE PRACTICES IN FINANCE AND MARKETING
- 6. ROLE OF PERCEIVED RISK ON ADOPTION OF MOBILE WALLET: FACTORS INFLUENCING CONSUMER TRUST AND USAGE
- 7. GROWTH AND DETERMINANTS OF E-COMMERCE IN INDIA: AN EMPIRICAL STUDY
- 8. DECODING THE FUTURE OF HEDGE FUNDS: QUANTITATIVE MODELS VS. CONVENTIONAL APPROACH
- 9. THE USE OF DIGITAL PAYMENTS MEDIA AND ITS IMPACT ON CONSUMER BEHAVIOR
- 10. A STUDY OF ACADEMIC PRESSURE AND COPING STRATEGIES AMONG MARGINALIZED STUDENTS
- 11. AWARENESS TOWARDS PRADHAN MANTRI BHARTIYA JANAUSHADHI PARIYOJANA AMONG URBAN YOUTH
- 12. EXPLORING THE HEALTH IMPLICATIONS OF OVER-THE-COUNTER (OTC) MEDICATION
- 13. GIG ECONOMY IN INDIA: A SYSTEMATIC EXPLORATION OF WORKER EXPERIENCE, INEQUALITIES AND SOCIAL PROTECTION FRAMEWORKS
- 14. IMPLICATION OF DIRECT AND INDIRECT TAX IN INDIA
- 15. SUSTAINABLE ADOPTION OF AI IN HRM
- 16. CONSUMER TRUST AND PERCEIVED SECURITY IN ONLINE SHOPPING PLATFORMS
- 17. ANALYZING THE IMPACT OF HERD MENTALITY ON INVESTMENT PATTERN IN INDIA: A BEHAVIOURAL FINANCE PERSPECTIVE
- 18. CORPORATE SOCIAL RESPONSIBILITY (CSR) IN THE TATA GROUP
- 19. THE USE OF DIGITAL PAYMENTS MEDIA AND ITS IMPACT ON CONSUMER BEHAVIOR IN GROCERIES
- 20. DIGITAL TRANSFORMATION IN HUMAN RESOURCE MANAGEMENT
Abstract
Chapter information
| Chapter title | INTEGRATION, CHALLENGES, AND FUTURE DIRECTIONS OF SUSTAINABLE PRACTICES IN FINANCE AND MARKETING |
|---|---|
| Author(s) | Sayeda ummul Wara*, Manik Batra | Sharda School Of Business Studies Sharda University Greater Noida |
| Book title | Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement |
| Book Doi | https://doi.org/10.67103/IRG.SVC.2026.9788168516441 |
| DOI | https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.5 |
| Publication date | July 10, 2026 |
| Access | Restricted access |
| Copyright | © 2026 IRG Press. All Rights Reserved |
How to cite
Sayeda ummul Wara*, Manik Batra | Sharda School Of Business Studies Sharda University Greater Noida. 2026. INTEGRATION, CHALLENGES, AND FUTURE DIRECTIONS OF SUSTAINABLE PRACTICES IN FINANCE AND MARKETING. In: Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement. Book Doi https://doi.org/10.67103/IRG.SVC.2026.9788168516441. https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.5