APLINKOS MARKETINGAS KAIP KONKURENCINIO PRANAŠUMO ĮGIJIMO ŠALTINIS
Keywords:environmental marketing, sustainable development, competitive advantage
AbstractThe analysis of evolution of marketing conception shows, that in the context of business environment changes, development of technologies, market globalization, and constantly changing consumer needs has had a huge impact on marketing evolution. Changing consumer preferences, strive for personal welfare and wellness, and responsibility in making purchase decisions, force companies to search marketing decisions adequate for these changes. While relevancy of integration of sustainable development principles has increased recently, a conception of environmental marketing evolves. Theoretical studies show that the conception of environmental marketing extends the description of traditional marketing: the essence of it is to satisfy needs of all society, not of individual consumer, i.e. the benefits of individual consumer should not harm the society as a whole (Guerra, 2000; Peattie, Crane, 2005; Pickett-Baker, Ozaki, 2008). It is argued that environmental marketing includes social, ecological and economic responsibilities – all the principles of sustainable development, that‘s why it can be treated as one of the main sources of competitive advantage (Peattie, Crane, 2005; Guerra, 2000). In this context the competitive advantage can be gained using the most frequently mentioned and generalized elements of sustainability (Rooney, 2007): effectiveness, risk, relationships with consumers and innovations.