fbpx

SUSTAINABLE MARKETING STRATEGY – THE WAY TO GAIN PROFITS ON INTERNATIONAL MARKETS

by | Jan 16, 2020 | DOI 2018

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
DOI: https://doi.org/10.31410/eraz.2018.542

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

Abstract

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


References

  1. Kotler Ph, Zaltman G. S.(1971) Social Marketing: An Approach to Planned Social Change, American Marketing Association  Journal of Marketing Vol. 35, No. 3, pp. 3-12.
  2. Fisk G. (1974) Marketing and the ecological crisis, Harper & Row, Wisconsin
  3. Henion K. E., Kinnear T. C. (1976) “A Guide to Ecological Marketing.” in Ecological Marketing. Columbus, Ohio: American Marketing Association.
  4. Sheth J., Parvatiyar A. (1995) The Evolution of Relationship Marketing, International Business Review Vo|. 4, No. 4, pp. 397-418.
  5. Belz  F. M., Peattie K. (2012) Sustainability Marketing: A Global Perspective, John Wiley and Sons
  6. Belz, F.-M. (2006): Marketing in the 21st Century, Business Strategy and the Environment, 15, 3, pp. 139-144.
  7. WCED (1987) Our Common Future, Report of the World Commission on Environment and Development
  8. United Nations, 2030 Agenda for Sustainable Development
  9. Belz F.M., Peattie K. (2012) Sustainability Marketing: A Global Perspective, John Wiley and Sons, pp.17.
  10. Eccles R. G. and Serafeim G. (2013) A Tale of Two Stories: Sustainability and the Quarterly Earnings Call, Journal of Applied Corporate Finance, Volume 25 Number 3, Harvard Business School, pp.6.
  11. Fuller D. (1999) Sustainable marketing Managerial – Ecological Issues, Sage Publications, London
  12. Jamrozy U. (2017) Marketing of tourism: a paradigm shift toward sustainability, Marketing of tourism, 1 (2), p. 117-130.
  13. Slater SF and Olson EM (2001) Marketing’s contribution to the implementation of strategy: an empirical analysis, Strategic Management Journal 22(11), pp.1055-1067.
  14. Belz F. M., Peattie K. (2012) Sustainability Marketing: A Global Perspective, John Wiley and Sons, pp.16.
  15. European Commission, Special Eurobarometer 468, Attitudes of European citizens towards the environment, September-October 2017
  16. Mulgan G. (2007) Social innovation what it is, why it matters and how it can be accelerated, Oxford
  17. Nidumolu R., Prahalad C.K., and Rangaswami M.R.( 2009) Why Sustainability Is Now the Key Driver of Innovation, Harvard Business Review, september
  18. Knut H., David M., Jeremy J., Subramanian R. (2013) Making Sustainability Profitable, https://hbr.org/2013/03/making-sustainability-profitable
  19. Polonsky M., Rosenberger Ph. (2001) Reevaluating green marketing: a strategic approach, Business Horizons, 2001, vol. 44, issue 5, p.21-30.
  20. Whiting D. (2008) Why is marketing missing from the sustainability agenda? https://www.marketingsociety.com/the-library/why-marketing-missing-sustainability agenda#GmwwhK1lG3crcVL4.97
  21. Fulton M. et al. (2012) Sustainable Investing: Establishing Long Term Value and Performance, DB Climate Change Advisors, Deutsche Bank Group, dbadvisors.com.
  22. Unruh G., Kiron D., Kruschwitz N., Reeves M., Rubel H., and Meyer zum Felde A. (2016) Findings from the 2016 sustainability global executive study and research project, Investing For a Sustainable Future, Boston Consulting Group, pp.7.
  23. https://ec.europa.eu/environment


Virijević Jovanović_Pijevac_Filipović_SUSTAINABLE MARKETING STRATEGY – THE WAY TO GAIN PROFITS ON INTERNATIONAL MARKETS_pp_542-550Download