ABSTRACT
The marketing concept indicates meeting the needs of customers. In today’s global society, customers are getting more concerned about global economic, social and environmental problems: they are aware of population growth, widening gap between rich and poor societies, environmental pollution and resource scarcity issues. Organisations are being forced to fulfil the principles of sustainable development and to act in a sustainable way to remain successful. This success is not only guided by the economic but also by social and environmental aspects. This chapter discusses the concept of sustainable marketing, according to which organisations should meet the needs not only of their present consumers but also of those in the future. The future generation should be able to fulfil its own needs. Sustainable marketing requires responsible actions, tools that take into account social and ecological aspects, and sustainable marketing practices that create value for society as a whole.
