ABSTRACT
The modern business environment is characterized by driver forces, such as: change, which is constant, dramatic, chaotic and complex; a customer-oriented philosophy which tends to become the most crucial and strategic factor; the globalization of the markets which creates new requirements and, of course, challenges for the management of businesses; internet and mobile networks and ubiquitous computing which offer new capabilities but also create organizational and technological challenges; the recognition of intellectual capital as a crucial factor and the strategic alliances with key business partners. Two key 'new'/old trends are dominant and signify both the overall activity of companies, as well as the activity and character of marketing: the first trend relates to the conviction that marketing functions must be governed by sensitivity for the well-being of the natural environment where the company is active while the second is the perception that business functions (marketing included) must ensure the well-being of the social environment where the company does business.
