Marketing as core instrument to implement sustainability strategy for a business world. The case of fast moving consumer goods

Abstract

This paper analyses sustainability through the context of business. There are many different approaches to marketing and sustainability correlation; in this paper some different aproaches are presented. Nowadays rising the question how to be sustainable and still profitable the paper explains suggesting making marketing mix strategy more sustainable. The aim of this paper to find the optimal distribution of marketing investment (committed to sustainability) among the marketing mix elements, through the example of fast moving consumer goods (FMCG), with the aim to implement the concept of sustainability in a company, invoking the idea of rational allocation of resources and mathematical method of investment portfolio.