The Role of Marketing in Managing Modern Organizations

Anca Ungureanu, Raluca Cretoiu, Ana Maria Mihali, Raluca Zorzoliu, Adrian Ungureanu and Silvia Rascu-Pistol
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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

International Conference on Economic Sciences and Business Administration, 2019, vol. 5, issue 1, 214-219

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.

Keywords: modern organization; management; marketing; competitive environment (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2019
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