engleski

Sustainability Marketing: The case of Croatia

The integration of sustainable development concept into the theory and practice of marketing arises from the idea to generate “the triple bottom line” objectives: economic, social and environmental. Sustainability marketing is an approach, belief, ideology and strategic orientation that resides on the idea of creating and managing collaborative relationships with diverse set of stakeholders. In order to gain insights into the application of sustainability marketing practices in an emerging market 20 in-depth interviews were conducted on the sample of marketing managers of socially responsible companies in Croatia. The results depict an overarching belief that responsible, ethical and sustainability oriented marketing is the only possible alternative of future growth and development. The motives and levels of strategic sustainability marketing implementation are diverse but always portrayed through transparent and value driven relationships with consumers and other interest groups that in the end leads to higher financial returns.

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

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