Marketing for implementing the concept of sustainable development: essence and terminological paradigm

The present paper is devoted to the problem of creating a Russian marketing terminology paradigm to be semantically adequate to the economic essence of new marketing concepts concerning innovative resource-saving and eco-friendly business models. It is noted that this problem has been arisen since the time of implanting the marketing concept into Russian economic science and practice. Several bad examples of marketing term formation in Russia are given and analyzed. Some short- and long-lasting reasons of a direct dictionary translation are defined. Adjusting newly created Russian terms to the contextual meaning of corresponding English ones is proposed. Principles of international transferring the marketing terminology are systemized and commented. The frequency of emerging couples of two-component English and Russian terms derived from the sustainability concept is analyzed. A conclusion on the inadequacy of a part of said terms to the economic essence of corresponding concepts is made. The context inadequacy of translating the "sustainable" as "устойчивый " in Russian is proved as a result of analyzing matched sets of English and Russian synonyms to the adjective "sustain" and corresponding direct dictionary translation. A lack of conventional understanding the essence of sustainable marketing versus sustainability marketing is revealed abroad. Essence and content of the said perspective for the humankind marketing concept are discovered. This kind of marketing is presented as an adaptive mechanism supporting the sustainable development taking into account the objectives of resource saving and environmental protection. The authors' proposals for defining the term "sustainability marketing" corresponding to the contextual meaning of this term that has been understood as the marketing for assuring and supporting the sustainable dynamics development of economic are presented. A significant bibliography on the said problem is collected. This bibliography could be of use as a starting information background for a future research.