Saša Virijević Jovanović
Faculty of Applied Management, Economics and Finance, Belgrade, Serbia
Vesna Pijevac
High school for tourism, Belgrade, Serbia
Vesna Filipović
High school for tourism, Belgrade, Serbia

4th International Conference – ERAZ 2018 – KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia- Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia;  Faculty of Business Studies, Mediterranean University – Podgorica, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7


The aim of the paper is to show that sustainable development is the only alternative for achieving the long-term success in modern international marketing. By researching various business examples, the paper explains that the application of well-designed, sustainable marketing strategies leads to profitability of the company. The paper also points to the connection of sustainable marketing and social innovation that represents the development of new ideas – products, services and models in order to meet social needs and create new social relationships or collaborations.

Key words

sustainable development, sustainable marketing, green marketing, social innovatio


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