Globalne marnotrawstwo zasobów – wyzwanie dla zrównoważonego marketingu
Global waste of resources – a challenge for sustainable marketing

Summary/Abstract: Conventional marketing contributes to a large extent to the creation of ecological and social problems of the modern world. It is seen as co-responsible for wasting resources, or for implementing actions and processes as a result of which no values significant for customers are produced or increased, while resources are expended in order to create them. The present article analyses the causes and cases of global waste of resources basing on the Japanese theory of muda. This theory, after appropriate adaptation, allows researchers to indicate instruments and actions of sustainable marketing which favour the idea of sustainable development. Sustainable development faces the challenge of achieving not only economic goals, but also ecological and social ones. This implies the need to minimize all instances of wastage (both on the demand and supply side of markets), as well as everyday disciplined activity which protects natural and social environment. The article presents examples of good practices of sustainable marketing, implemented by the winners of the international Best Global Green Brands contest.

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