Changes in the economic environment: marketing decision-making in accordance with the transition towards sustainability

Maksimović, Marijana (2023) Changes in the economic environment: marketing decision-making in accordance with the transition towards sustainability. In: Тhe Tenth International scientific conference - NEW GLOBAL ECONOMIC, SOCIAL - AND MARKETING TRENDS. Macedonian Marketing Association „МАРКЕТИНГ“ – Скопје “MARKETING” Skopje,, Skopje, pp. 15-23. ISBN 1857-9787

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Abstract

Rapid changes in the economic environment, at the macroeconomic and microeconomic levels, contribute to increasing uncertainty in the world market. Companies, as well as the countries themselves, are facing the complication of market and business relations, as well as shocks. One gets the impression that in the last forty years, the economic environment has been changing most dynamically, because the competition is getting tougher, and the level of real income and the purchasing power of the population are changing. Since the beginning of the XXI century, the way of payment and purchase has changed. The most innovative companies have changed their approach to customers by using content marketing or "killing marketing". To this, we should add the increased demands for compliance with the 17 principles of sustainable development, which were proclaimed by the United Nations (UN) in 2015, and which are known as Agenda 2030. It is certainly certain that national and business decisions will have to be made in accordance with this UN Agenda, and all countries will not be able to implement it at the same pace, nor to the same depth. In this paper, changes in the economic environment and marketing decisions are observed through content marketing and something less green marketing.

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