Tendencies in shaping marketing strategies for sustainable development in the future

A company that is market-oriented constantly in the process of adapting and meeting the needs of consumers, the economy and society. The environment is a complex and dynamic system, which includes demographic, economic, natural, technological, legal-political and socio-cultural factors, including current issues of today, such as globalization, security, climate change, energy, new technologies, knowledge, education and dr. Complex and dynamic environment leading to differentiation of commercial functions in the company. Each of these functions has its own goals and objectives, therefore the marketing has function to directly contact environment, adjusts to it and reacts in a special way. This tendency initiates creation of marketing strategies to realize the interests not only in terms of business but also for society as a whole, which stressed the concept of sustainable development.