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Applying Sustainable Marketing Strategies – The Key To Obtaining Competitive Advantages On The Industrial Products Market

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  • DURALIA Oana

    (Lucian Blaga University of Sibiu, Romania)

Abstract

The crux of any marketing strategy is to give business an advantage in a competitive market. The success of implementing a strategy is measured in economic terms by: sales volume, market share, profits, listed stock prices etc. In general, managers attach too much importance to obtaining short-term profit and ignore or disregard the profit made by the company in the long run. If for a company the only objective is to achieve economic success in the short term, then the interest in the direction of sustainable development is not the subject of the discussion. The studies published in various economy publications, the media debates, the actions undertaken by different NGOs frequently bring to public attention the issue of sustainability. There are a lot of reasons for bringing this issue into question, most of which are moral and ethical, but increasingly, the interest in sustainability is particularly economic, creating the premises of gaining a competitive advantage for the organizations that apply the principles of sustainable marketing.

Suggested Citation

  • DURALIA Oana, 2014. "Applying Sustainable Marketing Strategies – The Key To Obtaining Competitive Advantages On The Industrial Products Market," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 9(3), pages 21-28, December.
  • Handle: RePEc:blg:journl:v:9:y:2014:i:3:p:21-28
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    File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/932duralia.pdf
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    References listed on IDEAS

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    1. David Aikman & Piergiorgio Alessandri & Bruno Eklund & Prasanna Gai & Sujit Kapadia & Elizabeth Martin & Nada Mora & Gabriel Sterne & Matthew Willison, 2011. "Funding Liquidity Risk in a Quantitative Model of Systemic Stability," Central Banking, Analysis, and Economic Policies Book Series,in: Rodrigo Alfaro (ed.), Financial Stability, Monetary Policy, and Central Banking, edition 1, volume 15, chapter 12, pages 371-410 Central Bank of Chile.
    2. Rifki Ismal, 2010. "Strengthening and improving the liquidity management in Islamic banking," Humanomics: The International Journal of Systems and Ethics, Emerald Group Publishing, vol. 26(1), pages 18-35, February.
    3. Merrouche, Ouarda & Schanz, Jochen, 2010. "Banks' intraday liquidity management during operational outages: Theory and evidence from the UK payment system," Journal of Banking & Finance, Elsevier, vol. 34(2), pages 314-323, February.
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