INTEGRATION OF THE SUSTAINABILITY CONCEPT INTO STRATEGY AND MARKETING

Authors

  • Mária Vágási

Abstract

The paper reviews how recent marketing concepts reflect sustainability requirements and competitive advantages of their integration into mission, strategy and policies at companies. Marketing approach of sustainability is discussed through the concepts of added value delivery to customers, societal marketing and customer relationship marketing. The discussion is extended to some related strategic and management implications as well.

Keywords:

competitive advantage, environment, marketing concept, social, responsibility, strategy, sustainability

How to Cite

Vágási, M. (2004) “INTEGRATION OF THE SUSTAINABILITY CONCEPT INTO STRATEGY AND MARKETING”, Periodica Polytechnica Social and Management Sciences, 12(2), pp. 245–260.

Issue

Vol. 12 No. 2 (2004)

Section

Articles