Marketing Concepts and Their Influences on Marketing Management in Central and Eastern Europe

• Autorzy: Jaroslav Dad'o
• Języki publikacji: EN

Abstrakty

EN

First marketing practices (for example selling, verbal presentation of goods or distribution) have been well-known for more than three thousand years. Marketing has been practiced in different forms since the very beginning of business. However, marketing theory is slightly more than hundred years old only. In comparison with other scientific disciplines marketing is very young. Marketing became recognised as an independent economic discipline at the beginning of the 20th century. The basic marketing theories were derived from the general economic theory. Thanks to the field where marketing is applied and created - the market - this young scientific and practical discipline, experiences fast and turbulent development. For the last 70-80 years a lot of marketing approaches and concepts have been presented in marketing schools. This article shows essential theoretical marketing concepts and their influence on marketing management in Central and Eastern Europe (CEE) in different periods. In the final part some basic approaches to managerial practice applied to increase marketing orientation are presented. (fragment of text)

Słowa kluczowe

EN

International marketing; Marketing management; Strategic marketing; Marketing strategy

PL

Marketing międzynarodowy; Zarządzanie marketingowe; Marketing strategiczny; Strategia marketingowa

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2009
• Tom: International Marketing and Business in the CEE Markets
• Strony: 451--467

Twórcy

autor

Jaroslav Dad'o

• Matej Bel University, Banská Bystrica, Slovakia

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