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• Ecological marketing strategy and futurology

  169-188

  Maria Szolnoki Gyozone Karkus

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  For both branches of futurology - prognostics and the creation of a picture of the future - the natural environment is an important element. Both economics and environmental economics try to influence the actions of economic actors by painting alarming or attractive pictures of future developments. The concept of sustainable development attempts to achieve the realization of those concepts which harmonize present and future economic, environmental and social interests. To this end a preventive environmental policy is necessary, as is the introduction of a value system in which in the course of economic decisions, environmental interests are accorded at least equal status with economic interests. Among the various concepts, eco-marketing is an appropriate method of harmonizing the often contradictory goals and interests of companies. The first part of the study deals with the relationship between research into the future and the environment, the second introduces the concept of eco-marketing, and systematizes ecological marketing strategies.