Ролята на екологичната устойчивост в маркетинга и маркетинговите стратегии при налагането на нов продукт
The Role of The Environmental Sustainability in Marketing and Marketing Strategies in Launching a New Product

Author(s): Daniela Mihneva
Subject(s): Economy, Energy and Environmental Studies, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing; marketing strategy; marketing strategies; sustainable development; sustainability; new product
Summary/Abstract: In the early 1970s, environmental issues emerged as a new paradigm in marketing and marketing strategy. Over the next decade, social issues have come to and stand out with environmental sustainability. Reassessment of the issues resulted in evolution of green or environmental issues in marketing strategy and now the sustainability in marketing strategy has become the focus of attention of the researchers. Over time, various marketing issues and strategies emerge and companies always try to use different marketing strategies to gain a competitive advantage in the market. Today, sustainability is an area that is being explored by companies as an opportunity for growth and development.

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