The Contribution of Sustainable Marketing to Sustainable Development

Abstract

The economic, social andenvironmental undesirable impact of theexisting development pattern pushes to theadoption and use of a new developmentparadigm that of sustainabledevelopment. This paper intends tosubstantiate how the marketing can helpthe sustainable development. It beginswith the subjects of sustainabledevelopment and sustainable marketingas they are discussed in literature. Thesustainable development is a tridimensionalconcept which embeds theeconomic dimension, the social dimensionand the environmental dimension that askto have in view the simultaneous pursuitof economic prosperity, social equity andenvironmental quality. A major challengeto achieve these goals at business leveland to integrate all three dimensions ofsustainability is the sustainablemarketing. The sustainable marketing is arelationship marketing that aims atbuilding lasting relationships with thesocial and natural environment on a longtermthinking and futurity and thisphilosophy allows helping all threedimensions of sustainability. As marketingsolutions that could contribute to thesustainable development we advance thestimulation of sustainable demand, theconstant innovation and improvement ofsustainable products, the design and useof customized communication, a multichanneldistribution network and the saleof sustainable products and services atfair prices. Their implementation willincrease the economic, social andenvironmental sustainability at a largeextent in the future if they are supportedby political, governmental and legalefforts.