On-line: ISSN 1339-9403

Date: 2017-12-11 11:03:08

DRAFT CONCEPT OF A SUSTAINABLE BUSINESS SUSTAINABLE MARKETING STRATEGY


Keywords: sustainable marketing, marketing tools, sustainable development, sustainable corporate social responsibility

ŠUJAKOVÁ Monika
GOLEJOVÁ Simona, SAKÁL Peter

Abstract

In this paper we deal with the proposal and use of a sustainable marketing communication strategy of an ideal industrial enterprise and practical application in the enterprise. Sustainable marketing communication strategy of the enterprise is focused on enhancing sustainable competitiveness by forming a positive image of the enterprise based on the current trends of marketing communication. The article also lists specific applications in four businesses.

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