TRANSFORMATION OF MARKETING CONCEPT UNDER GLOBALIZATION
Journal Title: Економіка та суспільство - Year 2017, Vol 10, Issue
Abstract
According to the research, the changing of marketing concept in the context of globalization has been considered. The marketing concept of sustainable development based on the assumption that companies have to meet the customers’ needs that exist nowadays without compromising the ability to meet the needs of future generations, has been substantiated. Thus, it has been found, that the marketing of sustainable development is the activity of the company aimed to fully meet the needs of consumers, manufacturers and society with the active support of the state. The role of the state is to ensure the balance of interests between civil society and business in terms of marketing concept of sustainable development.
Authors and Affiliations
І. А. Карабаза
Keywords
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