PARADIGM OF SUSTAINABLE DEVELOPMENT IN MARKETING

It is commonly perceived that the marketing and sustainable development are two different terms, since according to existing stereotype they are on two opposite sides of the consumption level. In the article it has been shown that the relationship between the marketing and sustainable development is exceptionally strong, which results from the functions fulfilled by the marketing in the market economy consisting in mating goods and demand on a market and taking actions in the area of creating and satisfying needs of customers. The concept that fully reflects interest of the marketing in sustainable development is sustainable marketing. Even though this concept is becoming increasingly popular in Poland, it has not been discussed in broader terms than from the perspective of an enterprise. In the article has been discussed the issue of the sustainable marketing from the macromarketing perspective. Particular emphasis has been placed on the role that it plays from the perspective of redefining the assumption of the traditional marketing concept.