Sustainable Marketing and the Circular Economy in Poland: Key Concepts and Strategies

Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy framework.

This book helps to solve the problem of ineffective pro-environmental programs and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identity key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the circular economy (CE) model. It also presents the results of studies which examined the pro-environmental marketing efforts of small and medium-sized enterprises, NGOs, and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour.

This book will be of great interest to students and scholars of green marketing, sustainable business and the circular economy, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.