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TENDENCIES IN DEVELOPMENT OF MARKETING AND SALES FROM THE POINT OF VIEW OF PURCHASING BEHAVIOUR OF CONSUMERS IN THE CONDITIONS OF SUSTAINABLE ECONOMY
Abstract
Sustainable economy is gradually changing the values of customers thus conditioning the new tendencies in the development of marketing and sales. Marketing and sales are becoming factors of the change in relation to the existing challenges of sustainable economy. The aim of this article is to inform about the tendencies of marketing and sales from the point of view of purchasing behaviour of consumers in the selling place in the context of sustainable economy, which create preconditions for marketing to become an integrator of the market and organizer of the changes within the enterprise. To meet this goal the method of secondary and primary collection is used. The knowledge gained from the scientific literature is compared with the aim to find out and evaluate the opinions of different authors dealing with this problem. The procedure descsribed is further supplemented by the data gained in the primary research.
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