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The Role of Marketing in Managing Modern Organizations

Author

Listed:
  • Anca UNGUREANU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Raluca CRETOIU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Ana Maria MIHALI

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Raluca ZORZOLIU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Adrian UNGUREANU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Silvia RASCU-PISTOL

    (Spiru Haret University)

Abstract

Organizations are researched in terms of structure, culture, organization, development and organizational changes. When we talk about organizations, we talk about their size, role, hierarchical structures and relationships within them, changing / developing and managing them to adapt to the environment. The definition of organizations is based on the individuals and the relationships between them. Characterizing organizations through metaphors such as machine, organism, culture proves their complexity and diversity. In the contemporary society, the importance of marketing is essential for the survival of the organization, given the fact that the organization operates in a competitive environment. The concept of marketing transposed in the modern organization concerns both internal communication, external communication, subordination of the entire production process towards meeting the needs of customers and developing relationships with partners and consumers.

Suggested Citation

  • Anca UNGUREANU & Raluca CRETOIU & Ana Maria MIHALI & Raluca ZORZOLIU & Adrian UNGUREANU & Silvia RASCU-PISTOL, 2019. "The Role of Marketing in Managing Modern Organizations," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 214-219, November.
    • Handle: RePEc:icb:wpaper:v:5:y:2019:i:1:214-219
    as

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    File URL: http://icesba.eu/RePEc/icb/wpaper/ICESBA2019_24Ungureanu_p214-219.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    modern organization; management; marketing; competitive environment;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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