THE INFLUENCE OF SUSTAINABLE DEVELOPMENT PRINCIPLES ON SHAPING THE COMPANIES' MARKETING POLICY

Lavinia Dovleac, Gheorghe Epuran and Angela Eliza Micu
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Lavinia Dovleac: Transilvania University of Brasov, Romania
Angela Eliza Micu: Ovidius University of Constanta, Romania

Risk in Contemporary Economy, 2015, 560-565

Abstract: Today, consumers do not just buy brands, but also buy company philosophies and policies. Worldwide studies have shown that customers tend to favour companies that are perceived to be socially and environmentally responsible. For that, companies need to face the challenge of evaluating their product and service portfolios, as well as the way these products and services are created, produced and marketed. The question is how to integrate marketing strategy and sustainable development principles for the company success. This paper aims to discover how hard young consumers are influenced in their buying decision by the companies’ preoccupations for sustainable development.

Keywords: sustainable development; sustainable marketing (search for similar items in EconPapers)
Date: 2015
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