Marketing zrównoważony jako narzędzie doskonalenia przedsiębiorstwa
Sustainable marketing as a tool of enterprise improvement

Summary/Abstract: The aim of this article is to characterize the sustainable marketing concept and to identify connections of this concept with enterprise improvement. The article describes the concept of sustainable marketing, its evolution, its main features and also the connection of this concept with sustainable development economics and with the criteria of sustainable development of enterprises, proposed by sustainable development economists. It was pointed out that sustainable marketing is an innovative tool of enterprise improvement, because it considers not only individual and current needs but also the collective and long-term ones. Both contemporary enterprise and especially enterprise of the future should pay attention not only to the supplier and recipient needs but also to the needs of the whole society. Nature, which is the material basis of all activities, must be treated as an equal subject of enterprise environment.

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