IDEAS home Printed from https://ideas.repec.org/a/vrs/manmen/v24y2020i1p176-192n10.html
   My bibliography  Save this article

Development or decline of marketing - systematic considerations

Author

Listed:
  • Sobotkiewicz Dariusz

    (University of Zielona Gora, Faculty of Economics and Management, Poland)

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.

Suggested Citation

  • Sobotkiewicz Dariusz, 2020. "Development or decline of marketing - systematic considerations," Management, Sciendo, vol. 24(1), pages 176-192, June.
    • Handle: RePEc:vrs:manmen:v:24:y:2020:i:1:p:176-192:n:10
    DOI: 10.2478/manment-2019-0042
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/manment-2019-0042
    Download Restriction: no
    File URL: https://libkey.io/10.2478/manment-2019-0042?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Schmitt, Bernd, 2011. "Experience Marketing: Concepts, Frameworks and Consumer Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 5(2), pages 55-112, May.
    2. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    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. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    2. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    3. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    4. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    6. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    7. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    8. Sheikh Basharul Islam & Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2021. "Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach," FIIB Business Review, , vol. 10(2), pages 133-145, June.
    9. Janina SÜRKEN & Sören SUNDERMANN, 2021. ""Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 77-87, August.
    10. Asad Ullah & Wang Aimin & Mansoora Ahmed, 2018. "Smart Automation, Customer Experience and Customer Engagement in Electric Vehicles," Sustainability, MDPI, vol. 10(5), pages 1-11, April.
    11. Pappas, Alec & Fumagalli, Elena & Rouziou, Maria & Bolander, Willy, 2023. "More than Machines: The Role of the Future Retail Salesperson in Enhancing the Customer Experience," Journal of Retailing, Elsevier, vol. 99(4), pages 518-531.
    12. Bookhagen, Andrea, 2016. "Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 35-50.
    13. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Uhm, Jun-Phil & Lee, Hyun-Woo & Han, Jin-Wook, 2020. "Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport," Sport Management Review, Elsevier, vol. 23(4), pages 588-600.
    16. Dou, Xinhua & Zhu, Xiajing & Zhang, Jason Q. & Wang, Jie, 2019. "Outcomes of entrepreneurship education in China: A customer experience management perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 338-347.
    17. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    18. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    19. Busu Mihail & Stamule Stere, 2020. "An ANP approach to estimate the market shares of the car industry companies in Romania," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 953-962, July.
    20. Canhoto, Ana Isabel & Clear, Fintan, 2020. "Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential," Business Horizons, Elsevier, vol. 63(2), pages 183-193.

    More about this item

    Keywords

    Marketing function; marketing management concept; marketing development directions;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L00 - Industrial Organization - - General - - - General

    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:vrs:manmen:v:24:y:2020:i:1:p:176-192:n:10. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.