ENVIRONMENTAL MARKETING BETWEEN SOCIAL RESPONSIBILITY AND SUSTAINABLE DEVELOPMENT

Environmental Marketing is to satisfy the demands of clients and the society in a sustainable and profitable manner. Integration of environmental problem into the elements that influence the marketing activities of firms leads to consideration the social aspect that defends the interests of the community, of society, and make companies to assume their social responsibility actions, as part of the whole of they belong, namely, human society. Sustainability requires development of human society to meet the needs of the present without compromising the possibility of future generations to meet their needs. Sustainable development concept is based on the principle of rational economic growth through long-term sustainable strategies. Sustainable development consists in integrating the environment into the macroeconomic circuit, it represents a factor to be considered and it influences the long-term development of a company. Environmental Marketing is a strategic marketing responsible for long-term strategy of the company. The mission and the environmental objectives of the company have to be stated clearly into the company's strategy. The environmental concerns of company interfere with the social responsibility that each company has to assume.