Sustainable Management — Marketing Perspective. Essence, Determinants and
Manifestations
The reviewed work, according to its author, aims to „start a discussion on the
innovative approach to management, which will lead to the reorientation of management
activities so that they take into account the concept of sustainability as a new
management imperative”. (…) The author recognizes contemporary challenges for business
management in the conditions of the new economy and globalization. The review of the
theory and practice of management presented in the work is the starting point for the
indication of the need to change the paradigm of Foreword functioning of modern
enterprises and to seek the relationship between sustainability (including in particular
marketing) and their market success.
The publication may be really useful in the education of contemporary managers. (…) The
study contains wide, comprehensive and state-of-the-art knowledge in the field of
management in modern economy and marketing as an organization’s activity. (…) The
reviewed monograph, after minor formal changes, can successfully fill the gap in knowledge
in the field of social and ethical responsibility of enterprises and managers, in
particular in the field of marketing. It can become a valuable position recommended to
students of management, but also at numerous postgraduate programs in management and
marketing as well as MBA studies.
5
Contents
Contents
Foreword
.
. 7
Introduction
.
. 9
Chapter 1. The essence of sustainable management
. 13
1. Conditions
.
13
2. Towards responsibility
.
20
2.1. Business ethics in the world without borders
21
2.2. Social responsibility
.
26
3. The essence of sustainable management
27
4. Challenges facing sustainable management
.
31
Chapter 2. The role and place of marketing in the concept of management of
sustainable enterprise
.
41
1. The prerequisite of responsible marketing is trust-based relationships
42
2. Evolution of marketing towards sustainability
. 45
3. Ethical aspects of marketing
.
47
4. Marketing inspired by social responsibility
.
48
5. Sustainable marketing – a necessity resulting from the development of the global
economy
51
6. Towards sustainable marketing
.
53
7. Development of the theory of sustainable marketing
56
8. Consumption as a challenge for sustainable marketing
58
9. The art of marketing as the art of building a brand that communicates sustainable
values
69
9.1. Attributes of a sustainable brand
69
9.2. Brand image
.
70
9.3. Perceived brand value
71
9.4. Brand awareness
72
9.5. Brand loyalty
.
74
9.6. Brand communication
76
Chapter 3. Responsible leadership as a prerequisite for implementing
sustainable management
.
78
1. Features of an outstanding leader
.
80
2. Social responsibility and ethics of the leader
86
3. Responsibility of the leader in ethical and emotional dimensions
88
Epilogue
.
91
Bibliography
100 pages, Paperback
