Koncepcja zrównoważonego rozwoju jako determinanta przeobrażeń marketingu
Sustainable development concept as a determinant of marketing transformation

Summary/Abstract: Sustainable development concept is an attempt to solve current global economic, ecological and social problems. This concept is also the basis of sustainable development economics – an alternative concept of economy to neoclassical economics. The implementation of sustainable development concept sets a new direction of marketing transformation. It is a marketing in accordance with the principles of sustainable development, which is the most socially responsible kind of meeting needs. The objective of the paper is an attempt to answer the question in what way the concept of sustainable development influences the directions of marketing transformation.

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