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Management & Marketing no. 2/2013
The contribution of sustainable marketing to sustainable development
Abstract. The economic, social and
environmental undesirable impact of the
existing development pattern pushes to the
adoption and use of a new development
paradigm that of sustainable
development. This paper intends to
substantiate how the marketing can help
the sustainable development. It begins
with the subjects of sustainable
development and sustainable marketing
as they are discussed in literature. The
sustainable development is a tridimensional
concept which embeds the
economic dimension, the social dimension
and the environmental dimension that ask
to have in view the simultaneous pursuit
of economic prosperity, social equity and
environmental quality. A major challenge
to achieve these goals at business level
and to integrate all three dimensions of
sustainability is the sustainable
marketing. The sustainable marketing is a
relationship marketing that aims at
building lasting relationships with the
social and natural environment on a longterm
thinking and futurity and this
philosophy allows helping all three
dimensions of sustainability. As marketing
solutions that could contribute to the
sustainable development we advance the
stimulation of sustainable demand, the
constant innovation and improvement of
sustainable products, the design and use
of customized communication, a multichannel
distribution network and the sale
of sustainable products and services at
fair prices. Their implementation will
increase the economic, social and
environmental sustainability at a large
extent in the future if they are supported
by political, governmental and legal
efforts.
Keyword: sustainable development,
sustainable marketing, sustainable
demand, sustainable product, credible
communication, multi-channel
distribution network, fair price.
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