THE MARKETING MENTALITY WITHIN THE ORGANIZATION - A COMPARATIVE STUDY BETWEEN COMPANIES AND NON-PROFIT ORGANIZATIONS IN ROMANIA

Nicolae Pop, Todor Mihai-Dan () and Partenie Cristina-Veronica ()
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Todor Mihai-Dan: Marketing Doctoral School, Bucharest University of Economic Studies ASE
Partenie Cristina-Veronica: Marketing Doctoral School, Bucharest University of Economic Studies

Annals of Faculty of Economics, 2015, vol. 1, issue 1, 1260-1268

Abstract: In contemporary Marketing theory and practice, debates regarding the role and place of the homonymous activity within the company are frequent. The development of a marketing mentality, as specialists state, allows the implementation of a marketing vision in all the organization’s departments, regardless of the activities performed. The economic theory enunciates all the more the existence of a marketing doctrine urged to ensure the methodological frame of the organization regarding market and consumer orientation. Based upon two selective exploratory market research performed among the major distributors of electro-technical materials and electro-technical solutions integrators, respectively among some public faculties’ management the authors want to examine the existence and the decision makers’ responsiveness regarding the implementation of a marketing mentality in one’s organization. The conclusions concern both business environment and academic non-profit organizations’ activity. The connection between the marketing mentality as an essential premise for the development of the entrepreneurial university concept is also emphasized.

Keywords: marketing mentality; empathic thinking; qualitative research; marketing doctrine; entrepreneurial university. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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