THE ROLE OF MARKETING POLICY IN ESTABLISHING A SUSTAINABLE BUSINESS

Аннотация

The concept of sustainable development has become a widely used catchphrase in contemporary organizations .This concept is nowadays central to the programs of many government and non-government organizations, as well as in many businesses around the world. Still, scientific literature lacks a thorough and encompassing explanation of this concept through a variety of scientific disciplines and areas of business. This article aims to contribute to the literature in the field of marketing and sustainable development for understanding and effective implementation of this concept in real environment. Sustainable development refers to satisfying needs of people, without compromising the ability of future generations to satisfy their own needs. Here, marketing plays an important role, not only through the alignment of the company's strategy with the environment, but also through the promotion of the importance of the application of this concept.