IDEAS home Printed from https://ideas.repec.org/a/icb/wpaper/v5y2019i1214-219.html
   My bibliography  Save this article

The Role of Marketing in Managing Modern Organizations

Author

Listed:
  • Anca UNGUREANU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Raluca CRETOIU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Ana Maria MIHALI

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Raluca ZORZOLIU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Adrian UNGUREANU

    (Spiru Haret University, Faculty of Economic Sciences, 46 G Fabricii Str., District 6 Bucharest, Romania)

  • Silvia RASCU-PISTOL

    (Spiru Haret University)

Abstract

Organizations are researched in terms of structure, culture, organization, development and organizational changes. When we talk about organizations, we talk about their size, role, hierarchical structures and relationships within them, changing / developing and managing them to adapt to the environment. The definition of organizations is based on the individuals and the relationships between them. Characterizing organizations through metaphors such as machine, organism, culture proves their complexity and diversity. In the contemporary society, the importance of marketing is essential for the survival of the organization, given the fact that the organization operates in a competitive environment. The concept of marketing transposed in the modern organization concerns both internal communication, external communication, subordination of the entire production process towards meeting the needs of customers and developing relationships with partners and consumers.

Suggested Citation

  • Anca UNGUREANU & Raluca CRETOIU & Ana Maria MIHALI & Raluca ZORZOLIU & Adrian UNGUREANU & Silvia RASCU-PISTOL, 2019. "The Role of Marketing in Managing Modern Organizations," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 214-219, November.
    • Handle: RePEc:icb:wpaper:v:5:y:2019:i:1:214-219
    as

    Download full text from publisher

    File URL: http://icesba.eu/RePEc/icb/wpaper/ICESBA2019_24Ungureanu_p214-219.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. repec:aud:audfin:v:20:y:2018:i:49:p:647 is not listed on IDEAS
    2. BONDREA , Aurelian A. & GÂRDAN , Daniel Adrian & GEANGU , Iuliana Petronela, 2010. "The Role Of Strategic Planning In Relationship Marketing," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(4), pages 53-60.
    3. Bernard Casey & Howard Oxley & Edward Whitehouse & Pablo Antolín & Romain Duval & Willi Leibfritz, 2003. "Policies for an Ageing Society: Recent Measures and Areas for Further Reform," OECD Economics Department Working Papers 369, OECD Publishing.
    4. Barr, Nicholas, 2012. "Economics of the Welfare State," OUP Catalogue, Oxford University Press, edition 5, number 9780199297818.
    5. Daniel Adrian Gârdan & Mihai Andronie & Iuliana Petronela Gârdan & Irina Elena Andronie & Mariana Iatagan & Iulian Hurloiu, 2018. "Bioeconomy Development and Using of Intellectual Capital for the Creation of Competitive Advantages by SMEs in the Field of Biotechnology," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 647-647, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. CREȚOIU, Raluca, 2019. "Approaches To Staff Behaviour From The Perspective Of Operations Management," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 19(1), pages 83-93.
    2. Dimitrios THEOCHARIS & Georgios TSEKOUROPOULOS & Eugenia PAPAIOANNIU, 2019. "Customer Engagement in Sports and its Impact on Brand Strength and Brand Equity through Social Media," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 187-196, November.
    3. Tetsuo Ono, 2015. "Public education and social security: a political economy approach," Economics of Governance, Springer, vol. 16(1), pages 1-25, February.
    4. Cai, Yu & Chapman, Bruce & Wang, Qing, 2019. "Repayment burdens of mortgage-style student loans in China and steps toward income-contingent loans," Economics of Education Review, Elsevier, vol. 71(C), pages 95-108.
    5. Nan Guo & Edwin Hon Wan Chan & Esther Hiu Kwan Yung, 2020. "Alternative Governance Model for Historical Building Conservation in China: From Property Rights Perspective," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    6. Adam Martin & Matias Petersen, 2019. "Poverty Alleviation as an Economic Problem," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 43(1), pages 205-221.
    7. Gibrán Cruz‐Martínez, 2019. "Older‐Age Social Pensions and Poverty: Revisiting Assumptions on Targeting and Universalism," Poverty & Public Policy, John Wiley & Sons, vol. 11(1-2), pages 31-56, July.
    8. García-Pérez, J. Ignacio & Jiménez-Martín, Sergi & Sánchez-Martín, Alfonso R., 2013. "Retirement incentives, individual heterogeneity and labor transitions of employed and unemployed workers," Labour Economics, Elsevier, vol. 20(C), pages 106-120.
    9. Tomoya Suzuki, 2016. "Cash benefits for poverty relief from the viewpoint of suicide prevention," Eurasian Economic Review, Springer;Eurasia Business and Economics Society, vol. 6(3), pages 489-498, December.
    10. Evgeny V. Popov & Wadim Strielkowski & Maksim V. Vlasov, 2020. "Digitalization of intellectual activity in Russian regions," Upravlenets, Ural State University of Economics, vol. 11(1), pages 24-32, March.
    11. Alfonso R. Sanchez Martín & Virginia SanchezMarcos, 2010. "Demographic Change and Pension Reform in Spain: An Assessment in a Two-Earner, OLG Model," Fiscal Studies, Institute for Fiscal Studies, vol. 31(3), pages 405-452, September.
    12. José Ignacio García & Alfonso R. Sánchez Martín, 2008. "Social security and the search behaviour of workers approaching retirement," Economic Working Papers at Centro de Estudios Andaluces E2008/10, Centro de Estudios Andaluces.
    13. World Bank Group, 2015. "EU Regular Economic Report, Fall 2015," World Bank Publications - Reports 23606, The World Bank Group.
    14. OPRESCU, Alina Elena, 2014. "The Strategic Marketing Planning – General Framework For Customer Segmentation," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(1), pages 51-59.
    15. Manuela Arcanjo, 2018. "Unemployment protection reforms in Southern European countries between 2004 and 2016 and the trade-off between efficiency and equity," Working Papers Department of Economics 2018/10, ISEG - Lisbon School of Economics and Management, Department of Economics, Universidade de Lisboa.
    16. Iga Rudawska, 2013. "Trendy epidemiologiczno-demograficzne jako wyzwanie dla europejskich systemow ochrony zdrowia. (Epidemiologic and demographic trends as a challenge for European health care systems.)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 11(41), pages 34-52.
    17. repec:ces:ifodic:v:2:y:2004:i:2:p:14567807 is not listed on IDEAS
    18. Barbara Hanel & Regina Riphahn, 2006. "Financial Incentives and the Timing of Retirement: Evidence from Switzerland," Working Papers 009, Bavarian Graduate Program in Economics (BGPE).
    19. Börsch-Supan, Axel, 2004. "Mind the Gap: The Effectiveness of Incentives to boost Retirement Saving in Europe," MEA discussion paper series 04052, Munich Center for the Economics of Aging (MEA) at the Max Planck Institute for Social Law and Social Policy.
    20. Milad Shahvaroughi Farahani, 2024. "Applications of Artificial Intelligence in Social Science Issues: a Case Study on Predicting Population Change," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(1), pages 3266-3296, March.
    21. Widiyanti, Dwi Retno, 2015. "Redistribution Adjusts Efficiency In Economy; Islamic Paradigm," MPRA Paper 67809, University Library of Munich, Germany, revised 01 Nov 2015.

    More about this item

    Keywords

    modern organization; management; marketing; competitive environment;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:icb:wpaper:v:5:y:2019:i:1:214-219. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Rocsana Bucea-Manea-Tonis (email available below). General contact details of provider: http://icesba.eu .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.