Development or decline of marketing - systematic considerations

Sobotkiewicz Dariusz
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Sobotkiewicz Dariusz: University of Zielona Gora, Faculty of Economics and Management, Poland

Management, 2020, vol. 24, issue 1, 176-192

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.

Keywords: Marketing function; marketing management concept; marketing development directions (search for similar items in EconPapers)
JEL-codes: L00 M30 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmen:v:24:y:2020:i:1:p:176-192:n:10

DOI: 10.2478/manment-2019-0042

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