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1、FoundationsofManagement,Vol.4,No.2(2012),ISSN2080-7279DOI:10.2478/fman-2013-001163SUSTAINABLEMARKETING-ANEWERAINTHERESPONSIBLEMARKETINGDEVELOPMENTMarekSERETNY*,AleksandraSERETNY***FacultyofManagementWarsawUniversityofTechnology,Warsaw,Polande-mail:m.seretny@wz.pw.edu.
2、pl**InvestmentBankingIndustryinHongKonge-mail:olaseretny@gmail.comAbstract:Thepurposeofthispaperistodrawtotheattentionofthoseinvolvedinmarketing-scientists,ed-ucators,researchers,marketers,andprofessionalsdealingwiththeimplementationofmarketingprocesses-theresponsibil
3、itywhichrestsupontheminthefaceofrapidsocialchangeworldwidethroughincreasingglobaleconomicturbulence,acontinuouslywideninggapbetweenrichandpoorsocietiesaswellasthegal-lopingdegradationofthenaturalenvironment.Thepaperisacriticalanalysisandliteraturereviewofmar-ketingcov
4、eringrecentstudiesonmarketingissuesinrelationtotheconceptofsustainability.Facedwithincreasingcriticismsofaone-dimensionalprofitdrivenapproach,themarketingconceptrequiresre-brandingtoaddressissuesofsustainability.Intensestrategicdiscussionisrequiredconcerningtheneedtoc
5、hangeattitudesthatpromoteandimplementmodernmarketing,startingfromchangesintheconsump-tionmodelthroughthecreationofcommercialproposals,whichwillpositivelyshapethefutureofbothmarketexchangeandsociallife.Moreover,itispostulatedthatmarketerspresenttoconsumersanattitudeofa
6、ctiveandresponsiblemanagement,aswellasopennessandhonestyinmarketcommunication.Thearti-cleintroducesdiscussiononsustainablemarketinganditsfundamentalimportanceinthedevelopmentofmarketingtheoryinPoland;takingintoaccountcurrentdebatesvoicedinPoland-oftenbasedonimprecisei
7、nterpretationofthemarketingprocess.Thereexiststherefore,aneedforathoroughanalysisandstandardisationofunderstandingmarketingtheoryandconsequentlytheintroductionofnewconceptsandnewpracticesintothemarketingprocess.Keywords:sustainablemarketing,responsibleconsumption,soci
8、alresponsibility.1Introductiontheemergenceofanewera,definedasMarketing3.0,avalue-drivenera,wherepeoplenolongerperceivedEcono
