Marketing in Sustainability Aspect as a New Culture of Marketing Activity of Companies

Abstract

Abstract The essence of this work is a new and rapidly growing trend in the area of marketing science called sustainable marketing. The introduction highlights the changes in the concept of marketing in the past decades, ranging from marketing sales through marketing focused on the needs and expectations of customers, to new marketing orientation called sustainability marketing. The first section of the article presents the evolution of marketing according to P. Kotler classified by the author as Marketing 1.0, 2.0 and 3.0. The second chapter presents the content related to the nature and importance of sustainable marketing, which as a new marketing concept, can be a source of competitive advantage of businesses. This part includes the definitions and concepts of sustainable marketing by different authors. The final part of the article indicates the main areas of sustainable marketing performed in businesses. The work is concluded with remarks