Sustainable Marketing – Prospects and Challenges Under Present Economy

Valērijs Praude (Coresponding Author), Santa Bormane

Research output: Contribution to journalArticlepeer-review

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Abstract

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing, the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable development and sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practical use of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advanced hypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods of economic research: polls, comparisons, grouping. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, periodicals. The authors performed an assessment, market research, comparative analysis, arranged an expert examination and used the computer software MS Excel for the analysis and processing of data. The article is based on the results of the author’s research in 2013. The authors used examination and monitoring in their research.
Original languageEnglish
Pages (from-to)165-176
JournalRegional Formation and Development Studies
Volume11
Issue number3
DOIs
Publication statusPublished - 2013
Externally publishedYes

Keywords*

  • sustainability
  • sustainable development
  • sustainable marketing

Field of Science*

  • 5.2 Economy and Business

Publication Type*

  • 1.2. Scientific article included in INT1 or INT2 category journal of ERIH database

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