Marketing zrównoważony – nowe oblicze kapitalizmu?
Sustainable marketing – a new face of capitalism?

Summary/Abstract: For many years businesspeople and scientists alike have been involved in a discussion concerning sustainable development, which makes it possible to meet present needs without compromising the ability of future generations to meet their own ones. The idea of sustainable development should be implemented at all levels of the economy, including enterprises. According to this concept, considered in a macro scale, sources of modern enterprises’ success are sought in long-term sustainable development, which is realised through economical, ecological and social aspects of their operations. The popularity of this concept has led to a change of ways in which European economies and businesses, which currently face the necessity to reconfigure their strategies including marketing influence on the market, operate. A new concept of sustainable marketing has emerged1. It is closely related to the concept of sustainable development, and in this context, in the micro scale it affects economic development. A new approach to how company’s offerings are created, what are the rules of governing cooperation between suppliers and consumers, how various marketing functions are implemented as well as the analysis and mitigation of adverse influence of these activities on social and ecological environment provide a firm basis for combining the concept of sustainable development and marketing and also changing the negative way of perceiving marketing. On the basis of the review of the management and marketing literature one may conclude that the research which has so far been conducted on sustainable marketing activities is fragmentary and refers to chosen aspects of marketing, i.e. sustainable consumption, ethical aspects of marketing activities and corporate social activities. The research run in macro perspective indicates positive influence of sustainable marketing on the country’s economy. However, it is still very rare. The literature also lacks a comprehensive presentation of the problem. The aim of the paper is to explain the concept of sustainable marketing and to indicate the need for a broader approach, both from micro and macro perspective, when analysing contemporary issues in marketing. The first part of the paper focuses on the essence of modern enterprises. Next, the concept of sustainable development is presented and the role of marketing in this concept, in both micro- and macroeconomic perspective, is indicated. The following section discusses the essence of sustainable marketing and its tools.

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