Search

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of the work is to analyze the development of the marketing concept by stages from Marketing 1.0 to Marketing 5.0. The characteristics of each phase, the differences between them are analyzed and the factors that lead to the transition from one phase of evolution to another are identified. The marketing concept has evolved and progressed since its inception until today, from simple exchange and trade to marketing in the digital world. During the evolution, the application of the marketing concept has contributed to the achievement of the company's goals while satisfying the needs and desires of consumers and taking care of the long-term interests of society. The marketing concept changed and evolved under the influence of various environmental factors. Technological innovations and digitization are not the only factors that have influenced the evolution of the marketing concept. Previous scientific works emphasize the impact of technological progress on the evolution of the marketing concept. The work enriches and complements the literature on marketing from 1.0 to 5.0 by researching and analyzing, in addition to technological progress, changes in the market, changes in consumer behavior and changes in society that influenced the development and evolution of the marketing concept. Taking into account the latest trends in marketing, the authors indicate the next phase in the evolution of marketing.

The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future. Therefore, the current paper aims to bring forth a better understanding of the evolution of the concept of marketing thought, while doing a bibliometric analysis on the papers that mention the term “marketing thought” in their title and / or abstract. The findings of the literature review as well as the results of the analysis are representing a starting point in the process of continuing the research undertaken by authors in the 20th century and, thus providing a starting point in the development of new marketing theories on the evolution of the marketing thought in a time governed by the internet, social media, artificial intelligence, or online consumer behaviour.

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The present study aims to shed light on the intellectual and literary bases and foundations of the premise of digital marketing by exploring the researchers' perspectives and perceptions as well as the arguments they set forward in relation to this important marketing concept in order to organize it in a theoretical and conceptual framework that has the potential for improving it. [ABSTRACT FROM AUTHOR]

The all-encompassing influence of digital technologies on economic processes, the appearance of radically new tools in the marketing activities of enterprises, the change of previous marketing concepts, and the growth of information flows actualize the appeal to the theoretical and methodological foundations of marketing in the aspect of its development. The article systematizes and generalizes the main areas of research of domestic scientists in terms of the theoretical and methodological foundations of marketing. It was determined that the emergence of marketing is a natural result of the development process of commodity production as a way of resolving the contradiction between production and consumption and testifying to a new direction of Economics. The main economic theories that influenced the genesis of marketing comprise mercantilism, classical political economy, marginalism, neoclassicism, institutional theory, and neo-institutionalism. The main elements of marketing were formed within the framework of microeconomics, in particular: demand, supply, price, competition, and consumer behavior. The peculiarity of researches in marketing is defined, which is due to the priority of a quick reaction to the current market situation in the marketing activity of the enterprise as opposed to a detailed consideration of the reasons for its occurrence. This causes a significant variety of approaches and concepts in marketing, the content of which can change and be reinterpreted over time. A widespread approach in the study of marketing is its research through the prism of the development of marketing concepts as a set of basic ideas, and provisions in terms of the formation, development, and interaction of the systemic properties of marketing. Among modern concepts, the concepts of sustainable development marketing, marketing management, the concept of integrated marketing, and digital marketing are distinguished. Other main directions of research of domestic scientists in terms of the development of theoretical and methodological foundations of marketing are outlined, in particular: a managerial approach, international (global) marketing, scientific and philosophical direction, approach of business philosophy, and operational (instrumental) direction.

This article aims to analyze and determine the effects that can be achieved on overall performance in implementing the marketing concept of the commercial banks in the agricultural sector of the Republic of Kosovo. In conducting the analysis of the marketing activities of commercial banks are defined as a factor - drivers and achieved a level of market and financial performance as a resulting factor. The research hypothesis checked for authenticity is that the systematic execution of marketing activities determines the level of market performance of commercial banks in the market segment “Loans and leasing for agribusiness”. The systematic execution of marketing activities has a major impact on the achieved market share of commercial banks in the market segment “Loans and leasing for agribusiness". Commercial banks with greater market share aspire to more systematically apply their marketing concept. These banks set aside a bigger marketing budget for the realization of their marketing concepts.

At present, there is a reorientation of the current model of the market economy towards the principles of sustainable development. The process is accompanied by the implication of the marketing concept of managing socio-economic systems, the technology of which provides reasoning of the determined guidelines that must be adhered to. In this context, the coherence of marketing imperatives is a determinant of ensuring the development of socio-economic systems, whereas the marketing-imperative approach should be considered one of the levers of sustainable economic development. Therefore, the purpose of the study is a complex substantiation of the theoretical and methodological content of marketing imperatives, the interpretation of their coherent influence on the management of socio-economic systems. The methodological basis of the study is an integrated combination of general scientific methods of systematic cognition and possibilities of application of specific methodological approaches to solving problems and verification of the formulated study hypothesis; the methods include monographic, hypothetical prediction, abstract-logical, induction and deduction, historical and economic, structural-functional analysis, abstraction and content analysis, construction of concepts and categories, graphical and tabular. The study provides insights into the special features of the evolution of the etymological essence of the imperative in the context of transformations of socio-economic systems; the essence of marketing imperatives in view of marketing ideology is substantiated; the mechanism of transformation of objectives into imperatives in achieving the goal of socio-economic system is developed; the necessity of the implication of the marketing-imperative approach in sustainable economic development is proved. The practical value of the study consists in the scientific substantiation of the theoretical and methodological content of marketing imperatives, the specification of their coherent impact on the management of socio-economic systems. Further studies are aimed at developing criteria for measurement, assessment, and interpretation of the effect after the implementation of marketing imperatives with subsequent testing of results

Since modern times, with the rise of western tea, the development of Chinese tea faced challenges. In order to expand the market share and save the Chinese tea market, people of insight catered to the trend of the times to promote Chinese tea with advertisements. A large quantity of new knowledge and ideas about tea were introduced into the market, which promoted the development of Chinese tea. Among them, the tea advertisements published in Beiyang Pictorial in Tianjin promoted Chinese tea at home and abroad to a certain extent, contributing to the development of Chinese tea ’ s modernization and helped stopping the decline of Chinese tea. From the perspective of tea advertising marketing, this paper may provide experience and lessons for tea publicity today as well as the development indication in the future. [ABSTRACT FROM AUTHOR]

The main goal of the study is to identify global digital e-marketing trends in the world. The paper discusses the main aspects of the functioning of companies on the basis of the formation of the classical concept of marketing. The main constituent elements of the classical marketing concept, its advantages and disadvantages are highlighted. Based on the structuring of the main theoretical aspects of marketing development, the evolution of marketing concepts with historical aspects and their characteristics has been formed. The necessity of rethinking the existing business models of companies, which should be based on innovative e-marketing tools, is argued. The main ways and types of transformation of the classical concept of marketing in modern business conditions are highlighted. It has been shown that constant modernization, optimization and improvement of the efficiency of business processes are ensured through the implementation of key elements of e-marketing. Based on a critical analysis and generalization of existing approaches in organizing marketing activities, it is substantiated that ensuring the competitive position of a company on a world level is impossible without the use of e-marketing. The global trends of digitalization of e-marketing in the world were considered and identified. The presented goal is achieved by using the tools of economic and statistical analysis of modern trends in the development of e-marketing and a theoretical and methodological approach to identifying and structuring the main development trends, their directions, and main types. The obtained results of economic and statistical forecasting can be applied in practice in the formation of a company's marketing strategy, taking into account modern trends in the development of innovations. [ABSTRACT FROM AUTHOR]

The production of cheese as a value-added product occupies a prominent place in the food system of economically developed countries and is an important revenue generator for all participants in the production chain. The absence or insufficient application of the marketing concept reduces the possibility of efficient and effective utilization of available resources and hinders obtaining a competitive position of cheese producers in the market. The extent of marketing concept implementation in the business of cheese-producing agricultural holdings is a significant factor for their differentiation, development and growth. Empirical research was carried out using the survey method by creating a questionnaire for 78 holdings engaged in cheese production in the territory of the Republic of Serbia. The Serbian cheese producers considered were surveyed about their business structure, production operations and strategic plans for the future. The objective of the research was to identify the place and role of the marketing concept in the business practice of registered agricultural holdings for cheese production in the Republic of Serbia. A lack of their awareness of the importance of marketing in business was found to be associated with a lack of their knowledge about the basic elements, essence and purpose of the marketing concept. Therefore, a major challenge for the agricultural sector is to encourage farmers to develop marketing skills. To be successful in the market, farmers need to have a better understanding of markets. It is necessary to educate small cheese producers about the importance of marketing in order to obtain a better market position and increase their profitability.

Copyright of Yearbook of the Faculty of Political Sciences / Godisnjak Fakultet Politickih Nauka Beograd is the property of University of Belgrade, Faculty of Political Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of JDM: Jurnal Dinamika Manajemen is the property of Universitas Negeri Semarang, Fakultas Ekonomi, Jurusan Manajemen and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

To date, the need for strategic management of the competitiveness of production and commercial activities of agricultural entrepreneurship actors is due to the process of economic development and one of its main goals is to increase the efficiency of the functioning of the subjects of agrarian entrepreneurship. The article is devoted to the actual problem about the process of strategic management of the competitiveness of business entities on marketing principles. The purpose of the article is to substantiate the importance of introducing marketing approaches in the process of strategic management of the competitiveness of production and commercial activity of subjects of agrarian entrepreneurship. Scientific novelty consists in theoretical substantiation and combination of issues of strategic management, marketing, and management of competitiveness in the field of agrarian entrepreneurship. The relationship between these terms has been studied. To date, in the conditions of a modern market economy, in the presence and operation of marketing tools, such as systems of strategic management of production and commercial activities of subjects of agrarian business, strategic management of competitiveness can be an effective means of managing entrepreneurial activity in general. Modern direction of the principles of entrepreneurial activity tends to the marketing aspects: ways of increasing the efficiency of activity of production subjects and commercial activity of agrarian entrepreneurship, as well as increase of indicators of their competitiveness, should be based on modern marketing approaches. It has been determined that the marketing orientation of the management of the competitiveness of the enterprise's production and commercial activities means achieving the objective of the functioning of the subjects of agribusiness by market methods; a characteristic of the thinking style of managerial and administrative personnel, corporate culture, systems of universally recognized norms and values that are the basis for the formation of the principles of strategic management of competitiveness. Marketing orientation implies constant work on the support of the competitiveness of the proposal, and in the long term - the entire subject of production and commercial activity. It has been established that the main elements that are included in the concept of marketing orientation of the subject of production and commercial activity of subjects of agrarian entrepreneurship are ideological, instrumental, informational, organizational, process, target, and their functioning can be carried out with the help of managerial, distribution and functional types of marketing. The practical significance of the results obtained is that they can be used to develop a strategy for managing the competitiveness of production and commercial activities of agricultural entrepreneurship subjects on a marketing basis

Market orientation is the implementation of the marketing concept and the organisation-wide creation of customer value. While there have been various conceptualisations and operationalisations of the market orientation construct, marketing academics have focused on a set of information-processing activities that managers and employees use to create a superior customer value provision to competitors. Moreover, although most researchers have studied market orientation as a multi-dimensional construct, others have used uni-dimensional approaches. In this literature review, the different approaches of market orientation are explored; also, some recommendations are made about why marketing academics should not study market orientation as a uni-dimensional construct (based on conceptual and operational problems). That is, regardless of whether scholars investigate market orientation as a corporate culture or a set of firm-level behaviours (among other forms), there are several facets of the market orientation construct. This paper ends with some directions for future research. [ABSTRACT FROM AUTHOR]

The Article Examines The Issues Of Filling The Domestic Market With National Goods In Modern Conditions And Increasing The Competitiveness Of Goods. The Role And Objective Importance Of The Use Of Marketing In Filling The Domestic Market With National Goods Is Highlighted. The Peculiarities Of The Use Of Modern Marketing Concept In Increasing The Competitiveness Of Goods Are Studied. It Also Analyzes The Marketing Strategies Used By Enterprises To Increase The Competitiveness Of Goods, And Identifies Priorities For Improving The Use Of Marketing In Filling The Domestic Market With National Products. [ABSTRACT FROM AUTHOR]

Copyright of Industria Textila is the property of Institutul National de Cercetare-Dezvoltare pentru Textile si Pielarie and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper develops a proposal on the original offered by Swift in seeking to address the marketing challenges presented by the requirement to feed nine billion humans by the year 2050. Although Swift was aware of the centrality of the customer to the success of his enterprise, his proposal would have benefited from a knowledge of marketing exemplified by the formulation of the marketing concept, which takes the customer as the heart of the enterprise and by the more recent development of Service-Dominant Logic, which recognises the customer as co-producer and even co-creator of value. [ABSTRACT FROM PUBLISHER]

The article is aimed at defining the conceptual-strategic principles of ensuring the international competitiveness of tourism enterprise. As result of research the essence and value of management of competitiveness of tourism enterprise in the conditions of globalization were considered. Factors of formation of competitive advantages, and also the reasons determining competitiveness of a tourism product have been determined. The main aspects of formation of quality of services provision have been identified. On the basis of the carried out research, the concept of integrated marketing communications has been formed, which is a combination of traditional ways of communication activity with the only synchronized communication, oriented towards establishing the multichannel relationships with different target audiences, with choosing an own marketing model for each audience. Application of the given concept would allow to optimally choose means of communication and to provide more effective realization of a tourism product at the international market of tourism services that will promote companies’ overgrowing their local status and gaining their self-importance on a global scale.

This paper "eventalizes" the marketing concept and in doing so will highlight the value of detailed cross-source analysis in historical research. But more than this, it will not simply call upon canonical sources in relation to debates surrounding the marketing concept for the reason that non-canonical sources -- that is, periodical material or out-of-print texts that very few people have read or have acknowledged as central contributions to the field -- may contain references to debates that have long been written out of the historical record and could encourage us, as marketing scholars, to adopt a more sceptical stance toward what we take for granted historically and neglect to subject to critical scrutiny. This argument is illustrated via the demonstration that marketing scholars and practitioners were well aware of the benefits that accrue from a customer orientation and were encouraged to orient their organisations in this manner by the growth in industrial production facilities stimulated by World War I. This growth meant that production output could be maintained at levels far in excess of consumer demand, thereby necessitating that organisations register and act upon consumer requirements. These themes continue to gain prominence until World War II when there was a brief return to a production orientation. At this point, business and marketing practitioners adopted a critical stance with regard to certain types of consumer research. There are multiple reasons for this. Firstly, the U.S. government became the major purchaser of industrial and consumer goods. Secondly, business practitioners were sceptical of the value of market and consumer research as a result of the failure by pollsters (who were utilising sophisticated statistical techniques) to predict the outcome of the 1948 U.S. Presidential election. Given the conflation of market research with polling research in the popular press and business community, business practitioners were unsure about the validity and usefulness of market research. In equal measure, environmental factors including rising levels of competition, employee specialisation, product diversification and organisational decentralisation would contribute to the (re)emergence of themes associated with the marketing concept. [ABSTRACT FROM AUTHOR]

Through a re-evaluation of the nature, purpose and semantic identity of both 'offensive' and 'defensive' marketing, this paper questions the marketers' commitment to an evolved reading of the marketing concept. In order to completely satisfy a customer organizations must focus equally on expectations and perceptions, and on value both pre- and post-purchase. To what extent do, or indeed can, marketers impact each last entity; and if governance is problematic, to what extent can marketing sustain its claim to customer-focused virtue? Is it time to re-imagine marketing as the paradoxical conflation of opposing ideals and, if so, should marketers learn to relish each, abandon market orientated fudge, and work hard to establish both promotion and performance as dual, complementary but contrasting objectives? [ABSTRACT FROM AUTHOR]