ENCHANTING ESSENCE OF INTERCONNECTING SUSTAINABLE DEVELOPMENT AND MARKETING

Marketing is a set of tools at the service of companies, while the objective of sustainable development is common good and well-being. Sustainability values can be a successful differentiator in marketing, as a key part of the functional and emotional attributes of a product or service. The main objective of our research paper is to explain the reasons and the means for establishing closer links between marketing and sustainable development. The scientific methods used were analysis, synthesis and comparison and analogy. The main contributions of this paper include some of the key elements which well characterize a sustainable marketing and make the expression meaningful. The paper moreover presents the integration of social and environmental goals into marketing programs.