Proceedings of the 11th International Academic Conference, Reykjavik

SUSTAINABLE MARKETING FOR SUSTAINABLE DEVELOPMENT

MARCEL MELER, DRAGAN MAGAŠ,

Abstract:

This paper aims to highlight the mutual interrelation between sustainable marketing and sustainable development. Sustainable development is viewed as an established three-dimensional concept comprising economic sustainability and prosperity, social equity and environmental quality. In order to achieve their full synergy, it is necessary to activate sustainable marketing, which is understood not only as a sustainable and profitable relationship with the customers, natural and social environment but also as a variety of socially responsible marketing or, on a wider scope, as a variety of social marketing or ultimately, a variety of macromarketing. Sustainable marketing can contribute to sustainable development not only through everyday’s practice of minimizing the environmental impact but also by implementing new policies and strategies to bolster a wider concept of sustainable growth as a fundamental part of economic entities.

Keywords: economic sustainability, green marketing, socially responsible marketing, sustainable marketing, sustainable development

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