Marketing and Sustainable Development
Stanisław Skowron
Lublin University of Technology, Faculty of Management, ul. Nadbystrzycka 38 D, 20-618 Lublin (Poland)
Barbara Szymoniuk
Lublin University of Technology, Faculty of Management, ul. Nadbystrzycka 38 D, 20-618 Lublin (Poland)
Abstract
The article presents the significant, though not universally acknowledged, role of marketing in generating imbalance in the developmental processes of modern economy and society. As the foundation of such analysis, the authors adopted the category of values, which constitutes on the one hand ethical reflection accompanying human activities connected with sustainable development, and on the other explains the nature of market behaviour of the modern consumer. In the search for the mechanism disturbing sustainable development, the authors pointed to the phenomenon of degradation of household as the most important component of the socio-economic system. Such degradation occurs under pressure from the market powered by innovation, the enterprise exposed to fierce competition and the state which supports in its policy the concentration of capital and unbalanced consumption. It has been proved that the processes which shorten the market life cycle of goods and reduce the contemporary human, market participant, to the role of an unreflective consumer, are in conflict with the principles of sustainable development. Modern marketing can be oriented to the realization of the principles of sustainable development, introducing the paradigm of ecologisation into the theory and practice of marketing activity – with reference to the model of managing a modern enterprise as well as to the process of revision in consumers’ consciousness and attitudes, gradually turning them into eco-consumers.
Keywords:
sustainable development, marketing, consumer, ecologisationReferences
BRILLMAN J., Nowoczesne koncepcje i metody zarządzania, PWE Warszawa 2002.
Google Scholar
BORYS T. (ed.), Wskaźniki zrównoważonego rozwoju, Ekonomia i Środowisko, Warszawa-Białystok 2005.
Google Scholar
BRUNNHUBER S., Money and Sustainability. The Missing Link, 2012-2013, Lecture at a seminar at the Faculty of Environmental Engineering, Lublin University of Technology, 18.10. 2013.
Google Scholar
CASTELLS M., Społeczeństwo sieci, PWN, Warszawa 2008,
Google Scholar
CHRISTENSEN C.M., RAYNOR M.E., Innowacje, Napęd wzrostu, Studio EMKA, Warszawa 2008.
Google Scholar
CYGLER J., Alianse strategiczne, Difin, Warszawa 2002.
Google Scholar
CZAKON W., Sieci w zarządzaniu strategicznym, Wolters Kluwer Business, Warszawa 2012.
Google Scholar
DOBIEGAŁA-KORONA B., Istota i pomiar wartości klienta, in: Dobiegała-Korona B., Doligalski T. (eds.), Zarządzanie wartością klienta. Pomiar i strategie, Poltext Warszawa 2010.
Google Scholar
DOYLE P., Marketing wartości, Felberg SJA, Warszawa 2003.
Google Scholar
EDVINSSON L., MALONE M.S., Kapitał intelektualny, PWN, Warszawa 2001.
Google Scholar
HAMEL G., PRAHALAD C.K., Przewaga konkurencyjna jutra, Business Press, Warszawa 1999.
Google Scholar
HAMMER M., CHAMPY J., Reengineering w przedsiębiorstwie, Neumann Management Institute, Warszawa 1996.
Google Scholar
KLEIN N., The Shock Doctrine. The Rise of Disaster Capitalism, Knopf, New York 2007.
Google Scholar
KACZMAREK T., Globalna gospodarka i globalny kryzys, Difin, Warszawa 2009.
Google Scholar
KOTLER Ph., CASLIONE J.A., Chaos, Zarządzanie i marketing w dobie turbulencji, MT Biznes, Warszawa 2009.
Google Scholar
KOTLER PH., Marketing, REBIS, Poznań 2005.
Google Scholar
MAZUREK-ŁOPACIŃSKA K., SOBOCIŃSKA M., Marketing wobec wyzwań wynikających ze zrównoważonego rozwoju, in: Marketing – ujęcie terytorialne, Wyd. Politechniki Gdańskiej, Gdańsk 2010, p. 35.
Google Scholar
NIDUMOLU R., PRAHALAD C.K., RANGASWAMI M.R., 2010, Zrównoważony rozwój, Główny motor dzisiejszych innowacji, in: Harvard Business Review Polska, no 3, p. 64.
Google Scholar
NOGA A., Teorie przedsiębiorstw, Polskie Wydawnictwo Ekonomiczne, Warszawa 2009.
Google Scholar
PAWŁOWSKI A., 2013, The Sustainable Development and Globalization, in: Problemy Ekorozwoju/ Problems of Sustainable Development vol. 8 no 2, p. 6.
Google Scholar
PORTER, M.E., KRAMER, M.R., Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, December, 2006.
Google Scholar
PORTER M. E., Porter o konkurencji, PWE, Warszawa 2001.
Google Scholar
SCHEIN E., Organizational Culture and Leadership, Jossey-Bass, San Francisco-London 1986.
Google Scholar
SKOWRON S., Klient w sieci organizacyjnej, Difin, Warszawa 2013.
Google Scholar
SKOWRON S., Lecture opening the academic year 2003/04 at the Faculty of Management and Fundamentals of Technology at Lublin University of Technology entitled Organizacja – świat wokół wartości, Lublin 2003.
Google Scholar
SZYMONIUK B. (ed.), Komunikacja marketingowa. Instrumenty i metody, PWE, Warszawa 2006.
Google Scholar
TREACY M., WIERSEMA F., The Discipline of Market Leaders, Addinson, Wesley, New York 1995.
Google Scholar
WALUKIEWICZ S., Kapitał społeczny, Instytut Badań Systemowych Polskiej Akademii Nauk, Warszawa 2012.
Google Scholar
Wielka Encyklopedia Multimedialna (Great Multimedia Encyclopedia).
Google Scholar
ŻABIŃSKI L., Marketing w dobie światowego kryzysu gospodarczego, in: Marketing – ujęcie terytorialne, Wyd. Politechniki Gdańskiej, Gdańsk 2010, p. 11-17.
Google Scholar
Authors
Stanisław SkowronLublin University of Technology, Faculty of Management, ul. Nadbystrzycka 38 D, 20-618 Lublin Poland
Authors
Barbara SzymoniukLublin University of Technology, Faculty of Management, ul. Nadbystrzycka 38 D, 20-618 Lublin Poland
Statistics
Abstract views: 9PDF downloads: 4
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
