This paper examines the search for reliable sustainable development models and approaches. It is also a re-exploration of old but persistent questions in the development equation: What is the role of communication in the development process, and how can marketing strategies be integrated with other promotional methods to engender sustainable development? It shows that development communication literature is replete with research reports, models, case studies and "thought pieces" which demonsrate that communication and the mass media are vital components of the development process, especially at the awareness creation level and with integrated multimedia approaches. Some works point out that at the attitude, opinion and behaviour change levels, the effects of communication and the mass media may not be much. The employment of integrated marketing communications in sustainable development projects is recommended.
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