Projektowanie działalności promocyjnej w koncepcji zrównoważonej
Designing Promotional Activity in the Concept of Sustainability

Summary/Abstract: The subject of the study includes issues related to the design of promotional activities in the concept of sustainability. Implementation of promotion requires proper preparation and planning. For this reason, one must first focus on designing appropriate promotional campaign in the company meeting the needs and requirements of the market. Particularly noteworthy is designing sustainable promotional activities of enterprises. In addition to the standard activities related to the preparation of promotional programs, sustainable mix promotion requires consideration of social and environmental aspects at the stage of designing and communicating marketing messages. The first part of the article includes the objective of the study and presents the review of the literature from this area of knowledge. The further part of the article brings closer the meaning of sustainable marketing and indicates the instruments of sustainable mix promotion used in communication between an organization and the market participants. The essence of marketing planning is explained. The final part presents planning promotion mix actions in sustainable aspect. The means and forms of communication taking into account environmental and social issues are described. The final part of the article contains conclusion.

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