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RESEARCH PRODUCT

APPLYING SUSTAINABLE MARKETING STRATEGIES – THE KEY TO OBTAINING COMPETITIVE ADVANTAGES ON THE INDUSTRIAL PRODUCTS MARKET

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The crux of any marketing strategy is to give business an advantage in a competitive market. The success of implementing a strategy is measured in economic terms by: sales volume, market share, profits, listed stock prices etc. In general, managers attach too much importance to obtaining short-term profit and ignore or disregard the profit made by the company in the long run. If for a company the only objective is to achieve economic success in the short term, then the interest in the direction of sustainable development is not the subject of the discussion. The studies published in various economy publications, the media debates, the actions undertaken by different NGOs frequently bring to public attention the issue of sustainability. There are a lot of reasons for bringing this issue into question, most of which are moral and ethical, but increasingly, the interest in sustainability is particularly economic, creating the premises of gaining a competitive advantage for the organizations that apply the principles of sustainable marketing.