IDEAS home Printed from
   My bibliography  Save this article

The contribution of sustainable marketing to sustainable development


  • Victor DANCIU

    (The Bucharest University of Economic Studies)


The economic, social andenvironmental undesirable impact of theexisting development pattern pushes to theadoption and use of a new developmentparadigm that of sustainabledevelopment. This paper intends tosubstantiate how the marketing can helpthe sustainable development. It beginswith the subjects of sustainabledevelopment and sustainable marketingas they are discussed in literature. Thesustainable development is a tridimensionalconcept which embeds theeconomic dimension, the social dimensionand the environmental dimension that askto have in view the simultaneous pursuitof economic prosperity, social equity andenvironmental quality. A major challengeto achieve these goals at business leveland to integrate all three dimensions ofsustainability is the sustainablemarketing. The sustainable marketing is arelationship marketing that aims atbuilding lasting relationships with thesocial and natural environment on a longtermthinking and futurity and thisphilosophy allows helping all threedimensions of sustainability. As marketingsolutions that could contribute to thesustainable development we advance thestimulation of sustainable demand, theconstant innovation and improvement ofsustainable products, the design and useof customized communication, a multichanneldistribution network and the saleof sustainable products and services atfair prices. Their implementation willincrease the economic, social andenvironmental sustainability at a largeextent in the future if they are supportedby political, governmental and legalefforts.

Suggested Citation

  • Victor DANCIU, 2013. "The contribution of sustainable marketing to sustainable development," Management & Marketing, Economic Publishing House, vol. 8(2), Summer.
  • Handle: RePEc:eph:journl:v:8:y:2013:i:2:n:8

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Victoria Seitz & Olesia Mihai & Noble Morshed & Martin Mattias & Elias Rizkallah, 2014. "The influence of learning on attitudinal change: a cross cultural analysis of green computing," Management & Marketing, Economic Publishing House, vol. 9(2), Summer.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:2:n:8. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.