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Sustainable marketing for sustainable development

Author

Listed:
  • Marcel Meler

    (Faculty of Ecomomics in Osijek)

  • Dragan Maga?

    (Faculty of Tourism and Hospitality Management in Opatija)

Abstract

This paper aims to highlight the mutual interrelation between sustainable marketing and sustainable development. Sustainable development is viewed as an established three-dimensional concept comprising economic sustainability and prosperity, social equity and environmental quality. In order to achieve their full synergy, it is necessary to activate sustainable marketing, which is understood not only as a sustainable and profitable relationship with the customers, natural and social environment but also as a variety of socially responsible marketing or, on a wider scope, as a variety of social marketing or ultimately, a variety of macromarketing. Sustainable marketing can contribute to sustainable development not only through everyday?s practice of minimizing the environmental impact but also by implementing new policies and strategies to bolster a wider concept of sustainable growth as a fundamental part of economic entities.

Suggested Citation

  • Marcel Meler & Dragan Maga?, 2014. "Sustainable marketing for sustainable development," Proceedings of International Academic Conferences 0300294, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:0300294
    as

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    File URL: https://iises.net/proceedings/11th-international-academic-conference-reykjavik/table-of-content/detail?cid=3&iid=33&rid=294
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    References listed on IDEAS

    as
    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    economic sustainability; green marketing; socially responsible marketing; sustainable marketing; sustainable development;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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