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This paper reviews the literature about green marketing and sustainable development

emphasizing on the strategy of green marketing for environment issue faced by the

world these days. This review shows that individual and organization behaviour

factor may achieve benefit from green marketing strategy and on the same time

protect the environment to reach sustainable development. Environment-preservation based marketing is a new way of marketing that becomes a potential and strategic

opportunity that has multi-profit (multiplier effect), not only to the business

practitioners, but also to the community as the users. Organization identity is a

motivator that influence the behaviour of an individual in an organization. The

element of environment leadership can be considered as a symbol of the organization

identity in relation with the environmental issues because it is a dynamic process

where a leader of an organization can influence the interpretation of the environment

issues. The leader is responsible to create work ethos through creating the strategy of

vision and mission with environmental concept. In the end, the green marketing

strategy can improve the company performance, personal reward, better physical

environment and sustainable development.

Keywords: green marketing, sustainable development

Islamic Commercial Banks are suspected of being unable to achieve a customer retention, which is caused by being unable to offer products in accordance with the purpose of life and unable to create a religious motive. This is the believed as the impact of the under-developed positive brand image on the sides of the reputation and emotional branding. The performance of integrated marketing communication has not been able to translate the appeal of the message honestly and transparently. The Performance of customer relationship management has not been able to establish intimacy with the customers by silahturrahim. It is assumed that not only human resources don’t have influential ability to sell the products, but also the availability of the information technology is still unreliable. Therefore, this study is aimed to obtain a study on the influence of integrated marketing communications performance and relationship management on the achievement of customer equity in Islamic Commercial Banks in Jabodetabek through brand image. This research is descriptive and verification study and the method of research is explanatory survey method on 218 customers in iB mudharabah savings in Islamic Commercial Bank branches in Jabodetabek. The data gathering employs observation, interviews, and questionnaires. The data processes use frequency distributions, interval score and SEM. The results of the research indicate that the customer equity can be achieved by the performance of integrated marketing communications and customer relationship management through developing brand image. It was also found that the performance of integrated marketing communications has stronger influence on the customer equity than performance of customer relationship management does. Therefore, the management of Islamic Commercial Banks needs to improve its ability in relationship management so that the management can use and manage silahturrahim relations, human resources and technology as the strengths to create attraction, and ultimately the bank may become increasingly customer-preferred.

Keywords:

Marketing Communications, Relationship Management, Brand Image, Customers

Equity, and Islamic Commercial Banks