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Pregled bibliografske jedinice broj: 670848

Sustainable Marketing – a Necessity or a Hype?


Razum, Andrea; Tomašević Lišanin, Marija
Sustainable Marketing – a Necessity or a Hype? // Zbornik radova s XXII. Kongresa CROMAR-a: Marketing in a Dynamic Environment – Practical and Academic Insights / Grbac, B., Lončarić, D., Dlačić, J. (ur.).
Lovran: Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka, CROMAR, 2013. (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


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Naslov
Sustainable Marketing – a Necessity or a Hype?

Autori
Razum, Andrea ; Tomašević Lišanin, Marija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik radova s XXII. Kongresa CROMAR-a: Marketing in a Dynamic Environment – Practical and Academic Insights / Grbac, B., Lončarić, D., Dlačić, J. - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka, CROMAR, 2013

ISBN
978-953-7842-18-5

Skup
23rd CROMAR CONGRESS: MARKETING IN A DYNAMIC ENVIRONMENT - ACADEMIC AND PRACTICAL INSIGHTS

Mjesto i datum
Lovran, Hrvatska, 24-26. 10. 2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Sustainable Marketing; Marketing strategy; Sustainable marketing orientation; Environment; Marketing ethics

Sažetak
The purpose of this paper is to examine the notion of sustainable marketing normative and empirical framework from the perspective of the marketing function. Sustainable development has primarily been understood through a macroeconomic lens but recently started to be conceptualized on a micromarketing level as well. Both theory and practice have proven that contemporary marketing needs to be more accountable and reposition itself as a driver of responsible growth. Sustainable marketing is achieved through the integration of ethical and sustainable values in the product creation, distribution, communication and establishing connection with business partners and the community. Also this paper examines the drivers of sustainable marketing. In order to integrate the concept of well-being and profitability into its marketing concept companies must top considering corporate social and environmental responsibility as a part of public relation and give it much more importance by implementing it throughout all marketing activities. Furthermore, recognizing the importance of contemporary marketing trends and obvious environmental and societal disposition the article critically examines the possibility that sustainability is yet another strategy for ethical corporate image augmentation. This article also reviews the evolution of marketing responsibility and examines how valid is the notion and the practical implication of sustainable marketing - a completely radical approach to marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
067-0000000-2493 - Razvoj suvremenih prodajno-distribucijskih sustava u hrvatskim poduzećima (Marija Tomašević-Lišanin, )

Ustanove
Ekonomski institut, Zagreb

Citiraj ovu publikaciju

Razum, Andrea; Tomašević Lišanin, Marija
Sustainable Marketing – a Necessity or a Hype? // Zbornik radova s XXII. Kongresa CROMAR-a: Marketing in a Dynamic Environment – Practical and Academic Insights / Grbac, B., Lončarić, D., Dlačić, J. (ur.).
Lovran: Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka, CROMAR, 2013. (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Razum, A. & Tomašević Lišanin, M. (2013) Sustainable Marketing – a Necessity or a Hype?. U: Grbac, B., Lončarić, D., Dlačić, J. (ur.)Zbornik radova s XXII. Kongresa CROMAR-a: Marketing in a Dynamic Environment – Practical and Academic Insights.
@article{article, year = {2013}, keywords = {Sustainable Marketing, Marketing strategy, Sustainable marketing orientation, Environment, Marketing ethics}, isbn = {978-953-7842-18-5}, title = {Sustainable Marketing – a Necessity or a Hype?}, keyword = {Sustainable Marketing, Marketing strategy, Sustainable marketing orientation, Environment, Marketing ethics}, publisher = {Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka, CROMAR}, publisherplace = {Lovran, Hrvatska} }