Essential Content and the Role of Sustainable Marketing in the Modern Development of Society

Abstract

Modern marketing is constantly evolving, transforming its tools, under the influence of the emerging demands of the external environment and consumer preferences. The purpose of the article is to identify the current content of the concept of marketing in sustainable economic and social development. The need to achieve the goal identified as staging and sequential decision tasks of scientific research: the evolution of marketing concepts in the making of the sustainable development conception and its role in the formation of the model of green economy; clarifying the understanding of the essence of the concept of sustainable marketing, identifying directions for its implementation; transformation of marketing activities of the marketing mix within the framework of the specified concept; the influence of the concept of sustainable marketing on the specifics of doing business and its role in the development of society. The research methodology is based on a systematic approach, an evolutionary approach and comparisons what is determined by the logic of research. The study clarified the leading role of sustainable marketing in ensuring the competitive functioning of business in conjunction with the directed development of society and conscious consumer behavior. The results obtained allow us to predict the further practical strengthening of the conceptual structures of sustainable marketing in the business activity of companies since this allows them to correlate the achievement of their own interests with customer satisfaction and public requests.