Volume 2 Issue 1 Article 1
Sustainable marketing in an enterprise
Igor Smoliński (pp. 5-14)
Purpose: The aim of the article is to analyze the concept of sustainable marketing as part of sustainable development.
Design/methodology/approach: For the purpose of their research they used the method of critically analyzing the literature.
Findings: The introduction brings the concept and three definitions of sustainable development. The first part shows the process of changing the approach to the main business objectives like profit maximization, expanding them by social and environmental goals. The second part of the article presents actions that a company may take in order to pursue the idea of sustainable development. The third section discusses, defines and specifies sustainable marketing ideas and the impact of their use on a company. The fourth section describes benefits which result from the application of this concept.
Originality/value: The conclusions of the article indicate that sustainable marketing can bring such benefits as: cost reduction, increase of reputation among customers and business partners, entering new markets, risk reduction of operational failures, aid in finding appropriate staff, as well as gaining a high market position by an entrepreneur. It also concludes that a modern enterprise must function with awareness that economic, ecological and social goals are of equal importance.
Keywords: sustainable marketing, sustainable development, enterprise
Paper type: case study.