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Development or decline of marketing - systematic considerations

Author

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  • Sobotkiewicz Dariusz

    (University of Zielona Gora, Faculty of Economics and Management, Poland)

Abstract

The article is an attempt to answer the question: Is the influence of marketing in the organization increasing or decreasing? In the search for answers to this question, changes that took place in marketing over the past twenty years haves been analyzed. Particular attention and a lot of space was devoted to the evolution of the marketing function and marketing management concept in the practice of business entities. The considerations undertaken in the study allowed, on the one hand, o indicatine the weakening of the importance of the marketing function in favour of the marketing concept of management, and on the other hando determinine their contemporary role in business practice.

Suggested Citation

  • Sobotkiewicz Dariusz, 2020. "Development or decline of marketing - systematic considerations," Management, Sciendo, vol. 24(1), pages 176-192, June.
    • Handle: RePEc:vrs:manmen:v:24:y:2020:i:1:p:176-192:n:10
    DOI: 10.2478/manment-2019-0042
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    References listed on IDEAS

    as
    1. Schmitt, Bernd, 2011. "Experience Marketing: Concepts, Frameworks and Consumer Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 5(2), pages 55-112, May.
    2. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing function; marketing management concept; marketing development directions;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L00 - Industrial Organization - - General - - - General

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