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 sustain- able 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 . . . 93
