Sustainable Marketing – Prospects and Challenges under Present Economy

Abstract

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing,the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable developmentand sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practicaluse of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advancedhypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods ofeconomic research: polls, comparisons, grouping. The study is based on scientific papers published by Latvian and foreign scholars,general and special literature, periodicals. The authors performed an assessment, market research, comparative analysis, arrangedan expert examination and used the computer software MS Excel for the analysis and processing of data. The article is based on theresults of the author’s research in 2013. The authors used examination and monitoring in their research.