Integration of the Sustainability concept into Strategy and Marketing.
Date
Authors
Type
folyóiratcikk
Publisher
Budapest University of Technology and Economics
Reading access rights:
Open access
ISSN, e-ISSN
1416-3837
1587-3803
1587-3803
Periodical Number
2
Periodical Volume
12
Container Title
Periodica Polytechnica - Social and Management Sciences
Version
Kiadói változat
First Page
245
Subject (OSZKAR)
competitive advantage
environment
marketing concept
social responsibility
strategy
sustainability
environment
marketing concept
social responsibility
strategy
sustainability
Gender
Tudományos cikk
- Cite this item
- http://hdl.handle.net/10890/3769
OOC works
Abstract
The paper reviews how recent marketing concepts reflect sustainability requirements and competitiveadvantages of their integration into mission, strategy and policies at companies. Marketing approachof sustainability is discussed through the concepts of added value delivery to customers, societalmarketing and customer relationship marketing. The discussion is extended to some related strategicand management implications as well.