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The Marketing Mentality Within The Organization - A Comparative Study Between Companies And Non-Profit Organizations In Romania

Author

Listed:
  • Pop Nicolae Al.

    (Faculty of Marketing, Bucharest University of Economic Studies ASE)

  • Todor Mihai-Dan

    (Marketing Doctoral School, Bucharest University of Economic Studies ASE)

  • Partenie Cristina-Veronica

    (Marketing Doctoral School, Bucharest University of Economic Studies)

Abstract

In contemporary Marketing theory and practice, debates regarding the role and place of the homonymous activity within the company are frequent. The development of a marketing mentality, as specialists state, allows the implementation of a marketing vision in all the organization’s departments, regardless of the activities performed. The economic theory enunciates all the more the existence of a marketing doctrine urged to ensure the methodological frame of the organization regarding market and consumer orientation. Based upon two selective exploratory market research performed among the major distributors of electro-technical materials and electro-technical solutions integrators, respectively among some public faculties’ management the authors want to examine the existence and the decision makers’ responsiveness regarding the implementation of a marketing mentality in one’s organization. The conclusions concern both business environment and academic non-profit organizations’ activity. The connection between the marketing mentality as an essential premise for the development of the entrepreneurial university concept is also emphasized.

Suggested Citation

  • Pop Nicolae Al. & Todor Mihai-Dan & Partenie Cristina-Veronica, 2015. "The Marketing Mentality Within The Organization - A Comparative Study Between Companies And Non-Profit Organizations In Romania," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1260-1268, July.
    • Handle: RePEc:ora:journl:v:1:y:2015:i:1:p:1260-1268
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    File URL: http://anale.steconomiceuoradea.ro/volume/2015/n1/149.pdf
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    References listed on IDEAS

    as
    1. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    2. Nicolae Al. POP, 2008. "Romanian academic marketing. Present and perspectives," Management & Marketing, Economic Publishing House, vol. 3(2), Summer.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Pop Nicolae Alexandru & Todea Steluța, 2018. "The perception of a university’s brand within the recruitment pool for future students (Case survey for the economic higher education)," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 782-792, May.

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    More about this item

    Keywords

    marketing mentality; empathic thinking; qualitative research; marketing doctrine; entrepreneurial university.;
    All these keywords.

    JEL classification:

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

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