Percepcja koncepcji marketingu zrównoważonego przez menadżerów MSP w wybranych krajach Europy i Azji
The Perception of Sustainable Marketing Concept by SME Managers in Selected European and Asian Countries

Summary/Abstract: The article discusses the perception of the concept of sustainable marketing by managers of SMEs operating on markets with a different degree of socio-economic development. Companies operating in Poland, as representatives of developed countries in Europe, and in Sri Lanka representing developing countries in Asia were selected for the analysis. It was assumed that firms operating in developed countries (e.g. Poland), with a relatively higher level of socio-economic development have bigger experience in implementing marketing strategies and are more aware ofthe necessity of running business according to sustainable development concept. Contrary, companies operating in developing markets (e.g. in Asia), with a lower level od economic development they are less aware of the need to implement marketing activities consistent with sustainable developmentand to a lesser extent take such activities. In this context, the aim of the article is to assess the differences in the perception of the essence and conditions of implementation of marketing activities in line with the concept of sustainable development by enterprises operating in Poland(an example of the European market) and Sri Lanka (an example of the Asian market). The articleuses the results of direct research conducted on a sample of 262 companies from both countries.

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