MARKETING ZRÓWNOWAŻONY – OD TRADYCYJNEGO DO INNOWACYJNEGO NURTU ZARZĄDZANIA MARKETINGOWEGO
SUSTAINABLE MARKETING – FROM THE TRADITIONAL TO THE INNOVATIVE MAINSTREAM OF MARKETING MANAGEMENT

Summary/Abstract: The objective of the paper is to analyze and evaluate the concept of sustainable marketing with respect to the traditional marketing management approach. The author presents a new view to combine the concept of sustainable development and marketing, which leads to changes in the functioning of modern enterprises and reconfiguration of the structure of the tools implemented in the marketing management process. The author indicates the need for a broader approach and the need to change the approach to create new products and services, how to create, deliver and communicate the company's offer and the rules of cooperation with suppliers and customers. Analysis presented in the paper leads to the conclusion that a change in approach may give rise to greater innovation and minimize the negative impact of economic activities in society. In light of the foregoing, marketing should be the main source and the focal point of the company's concentration on sustainable development. The paper uses secondary sources of information coming from the available literature and examples of practical application of these concepts in companies.

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