Marketing as Management Concept

Pencho Ivanov ()
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Pencho Ivanov: University of National and World Economy, Sofia, Bulgaria

Economic Alternatives, 2013, issue 3, 64-73

Abstract: Research on marketing and the enriching practices proved more conclusively that marketing is not just a set of specific activities. Marketing is above all contemporary management logic. Moreover, in order for marketing to develop as a business function (one of the many functions carried out by organizations) it has to be developed in terms of marketing management logic. What is more, the current practice provides evidence that marketing is not a problem for organizations from a ‚technology‘ perspective. Marketing is a problem from a psychological perspective. This means that a significant part of the managers do not accept the idea for the swapping of function that is embodied in the marketing concept where consumer decisions and actions become an argument while the decisions and actions of the producers become a function. Marketing, seen as a new management concept where consumer behavior is the key factor while producer actions have become a function, has several focuses: target markets, needs, interests and coordination. These highlights not only define the marketing concept, but allow it to be distinguished from other management concepts. Highlights that derive from the marketing concept prompts the conclusion that the marketing management concept is possible when there are adequate conditions, i.e. an "environment" adequate to that contemporary management concept

Keywords: Management concept; marketing management; customer behavior; marketing practices; STP concept (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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