Sustainable Marketing - a new Era in the Responsible Marketing Development

Abstract

The purpose of this paper is to draw to the attention of those involved in marketing - scientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes - the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment. The paper is a critical analysis and literature review of marketing covering recent studies on marketing issues in relation to the concept of sustainability. Faced with increasing criticisms of a one-dimensional profit driven approach, the marketing concept requires rebranding to address issues of sustainability. Intense strategic discussion is required concerning the need to change attitudes that promote and implement modern marketing, starting from changes in the consumption model through the creation of commercial proposals, which will positively shape the future of both market exchange and social life. Moreover, it is postulated that marketers present to consumers an attitude of active and responsible management, as well as openness and honesty in market communication. The article introduces discussion on sustainable marketing and its fundamental importance in the development of marketing theory in Poland; taking into account current debates voiced in Poland - often based on imprecise interpretation of the marketing process. There exists therefore, a need for a thorough analysis and standardisation of understanding marketing theory and consequently the introduction of new concepts and new practices into the marketing process.

Trends in the Consumption of Household Durables

“…Rzeszutek [18] presents an example of modification of a company structure in response to the changing market and customer requirements. Seretny and Seretny [20] proposed, in these difficult times, a change of the approach to marketing -sustainable marketing, rebranding and open and honest communication with the customer. Crossleyy and others [5] analyzed the consumer expenses during the crisis in the UK.…”

Management of Receivables on the Example of Business Entities from the Płock Subregion

“…One of them is the policy of price discounts in order to accelerate the payment of receivables, thus reducing the cycle conversion into cash (Graph 6). 20 Polish dictionary defines the term 'discount' as a reduced price of a good or service granted by the seller to the buyer mainly when large purchases are made 23 . Following the above, this would relate only to a reduced price for a purchase of sufficiently large amount of goods or sufficiently high frequency of the purchases.…”

“…The crisis only contributed to the intensification of this problem. The main reason for the occurrence of this phenomenon is the deterioration of the payment morality of business entities and too expansive policies towards the clients such as extend- 18 20 . The situation was confirmed by the growth of the demand for debt recovery services.…”

Challenges Companies Encounter When Delivering Sustainable Solutions: Research Conducted in the United Arab Emirates

“…The inhabitants of every continent, region, and country cannot avoid the unpleasant truth: Earth seems to have become insufficient to meet the standards of living societies expect [1]. Proponents offer sustainable development -usually defined as delivering a high quality of life for current and future generations -as the primary solution.…”