The Position of Marketing in a Contemporary Organization — Character of Changes
Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the r...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2015-03-01
|
| Series: | Marketing of Scientific and Research Organizations |
| Subjects: | |
| Online Access: | https://doi.org/10.14611/minib.15.01.2015.01 |
| _version_ | 1797229741562920960 |
|---|---|
| author | Pluta-Olearnik Mirosława |
| author_facet | Pluta-Olearnik Mirosława |
| author_sort | Pluta-Olearnik Mirosława |
| collection | DOAJ |
| description | Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the role of marketing in a company in the context of adaptation to new conditions in the market environment, in particular, covering such phenomena as: rivals’ activities, consumers’ preferences, as well as technological changes and the globalization of markets. In the first part of the article an overview of classic solutions for the positioning of marketing in a company, described in literature concerning marketing is presented. In the second part an attempt was made to define the current role of marketing in a company from the perspective of the positioning of this function in the structure of a contemporary organization, as well as to define the tasks ahead of the marketing director (leader). The deliberations were based on secondary sources of information - marketing magazines and practical examples. |
| first_indexed | 2024-04-24T15:17:25Z |
| format | Article |
| id | doaj.art-afc813f249504c13bf19c6072f8e5c98 |
| institution | Directory Open Access Journal |
| issn | 2353-8414 |
| language | English |
| last_indexed | 2024-04-24T15:17:25Z |
| publishDate | 2015-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Marketing of Scientific and Research Organizations |
| spelling | doaj.art-afc813f249504c13bf19c6072f8e5c982024-04-02T09:19:22ZengSciendoMarketing of Scientific and Research Organizations2353-84142015-03-0115111710.14611/minib.15.01.2015.01The Position of Marketing in a Contemporary Organization — Character of ChangesPluta-Olearnik Mirosława0Wrocław University of Economics, Wrocław, PolandKnowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the role of marketing in a company in the context of adaptation to new conditions in the market environment, in particular, covering such phenomena as: rivals’ activities, consumers’ preferences, as well as technological changes and the globalization of markets. In the first part of the article an overview of classic solutions for the positioning of marketing in a company, described in literature concerning marketing is presented. In the second part an attempt was made to define the current role of marketing in a company from the perspective of the positioning of this function in the structure of a contemporary organization, as well as to define the tasks ahead of the marketing director (leader). The deliberations were based on secondary sources of information - marketing magazines and practical examples.https://doi.org/10.14611/minib.15.01.2015.01marketingconsumer preferencesmarketing competitionmarketing in organizational structureleader of the marketing function |
| spellingShingle | Pluta-Olearnik Mirosława The Position of Marketing in a Contemporary Organization — Character of Changes Marketing of Scientific and Research Organizations marketing consumer preferences marketing competition marketing in organizational structure leader of the marketing function |
| title | The Position of Marketing in a Contemporary Organization — Character of Changes |
| title_full | The Position of Marketing in a Contemporary Organization — Character of Changes |
| title_fullStr | The Position of Marketing in a Contemporary Organization — Character of Changes |
| title_full_unstemmed | The Position of Marketing in a Contemporary Organization — Character of Changes |
| title_short | The Position of Marketing in a Contemporary Organization — Character of Changes |
| title_sort | position of marketing in a contemporary organization character of changes |
| topic | marketing consumer preferences marketing competition marketing in organizational structure leader of the marketing function |
| url | https://doi.org/10.14611/minib.15.01.2015.01 |
| work_keys_str_mv | AT plutaolearnikmirosława thepositionofmarketinginacontemporaryorganizationcharacterofchanges AT plutaolearnikmirosława positionofmarketinginacontemporaryorganizationcharacterofchanges |