Naslov
Marketing management from a different perspective

Autori
Palić, Mirko

Izvornik
International journal of management cases (1741-6264) 13 (2011), 2; 15-21

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing management; marketing theory; new product introduction

Sažetak
The purpose of this paper is to provide a theoretical as well as empirical insight into the state of marketing management in general at a present time. Following the line of marketing development it is not always clear what is the measure of its contribution towards business competitiveness and success. In this paper the theoretical literature review of marketing development and domain has been incorporated into the contemporary extremely turbulent and complex context. As environmental variables of markets and society become more and more unpredictable, epistemological arrogance was tried to be avoided in reviewing the role of marketing management. The paper does not offer easy solutions or guide to be implemented but rather raises some questions that should be answered prior to understanding the marketing application in globalized and ever changing market environment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA