Environmental marketing - element for asserting the management of sustainable development

• Author: Funaru, M. - Baranov, A.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov - PhD in Marketing, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 53-58

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

ENVIRONMENTAL MARKETING -

ELEMENT FOR ASSERTING

THE MANAGEMENT OF

SUSTAINABLE DEVELOPMENT

M. FUNARU1 A. BARANOV2

Abstract: This paper presents a theoretical approach where the concept of

sustainable development is integrated in terms of environmental marketing

and sustainable development management. All these concepts are defined by

showing the links between them, how they relate, finally leading to the

objectives of firms in terms of sustainable development. The paper also

presents the role of environmental marketing, asserting its importance as a

tool for sustainable development management. Given the development and

implementation of appropriate policies and strategies, ecological marketing

can be used to increase process efficiency of sustainable development

management, simultaneously with achieving market investigation for the

company’s adaptation to the dynamics of the marketing environment.

Key words: environmental marketing, management of sustainable

development, sustainable development, environmental marketing

management.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

2 PhD in Marketing, Dept. of Economic Sciences and Business Administration, Transilvania University of

Braşov.

1. The concept of sustainable

development

The concept of sustainable development

belongs to the new theory of economic

development that has detached and

individually set as a theoretical

autonomous body in the 50s - 60s.

In 1972 in Stockholm, the first United

Nations Conference on development

tackled the topic of eco-development.

Although used in the early 80s at the

International Conference on

Environmental Conservation, the term

sustainable development was launched

with the publication of the Brundtland

Report of the World Commission on

Environment in 1987 entitled "Our

Common Future". In the opinion of this

report, sustainable development is seen as

that kind of development that meets the

needs of the present, without

compromising the ability of future

generations to meet their own.

The concept of sustainable development

was accepted at the conference on the

same subject, organized by the United

Nations in Rio de Janeiro in 1992. The UN

project entitled "Millennium Development

Goals" expresses eight global objectives

for 2050. The document also shows how