MARKETING MANAGEMENT: EVOLUTION TOWARDS A SUSTAINABLE FUTURE

Mihai Stanciu ()
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Mihai Stanciu: National University of Political Studies and Public Administration, 012104, Romania

European Journal of Accounting, Finance & Business, 2024, vol. 12, issue 2, 20-28

Abstract: This article presents a scholarly exploration of the evolution of marketing management thought and practice, charting its course from conceptual origins to contemporary challenges, with the aim to establish what are the pre-requisites for a sustainable future. The paper highlights key evolutionary stages, from the development of marketing principles to the scrutiny of marketing managers’ activities and their impact on organizational performance, highlighting the significant role of contemporary technologies in transforming marketing practices. The paper addresses the current challenges marketing managers face, including the global business emphasis on short-term results, the ambiguity surrounding the primary responsibilities of marketing managers, and the persistent need to demonstrate the effectiveness of their activities. The paper suggests essential directions for reevaluating the role of marketing managers, in an effort to steer practitioners towards organizational excellence and long-term sustainability.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:scm:ejafbu:v:12:y:2024:i:2:p:20-28

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