attempts to understand and structurally differentiate alternative views on marketing, and, based on an integrated macro-marketing perspective, suggests a STMM. Alternatives to consumer-oriented marketing Some alternatives to the traditional forms of marketing emerged as societal, causal, environmental, green, relationship, quality of life, and sustainable marketing approaches. Marketing and tourism academia do not agree on conceptual definitions for each of these terms ("green marketing" has three very distinguishable definitions in the AMA dictionary), therefore it is not surprising, that research and practice use terminology at will. This paper suggests similarities and boundaries of each of these approaches, and offers an integrated model for sustainable marketing in tourism. The model
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