A Systemic Characterization of Organizational Marketing

Publication date: 2018Source: Procedia - Social and Behavioral Sciences, Volume 238Author(s): Liana Rodica Pater, Sanda Ligia CristeaAbstractThe great diversity of marketing definitions and characterizations is not favorable to the theory and practice of the 21st century management, being, generally, the consequence of a non-systemic approach and analysis of organization/ company functions. The present work aims to contribute to the increase of management and marketing rigor in order to achieve lasting/ sustainable progress in all areas. The methodology of systemic approach and analysis is applied at the level of organization/ company functions, while deepening the “marketing” mixed complex function. Starting from an original model “7 Environments - 7 Resources/ Products”, a systemic model with 11 functions of the organization/ company is being developed, the holistic (systemic) marketing and the related 9P marketing mix are being defined and characterized in a systemic manner, the stages of the lasting/ sustainable competitiveness cycle of holistic marketing is being described. The in-depth study of the content of self-contained cycles for the lasting/ sustainable competitiveness of organizations/ enterprises is the topics of future research. Applying the results in practice facilitates the organization's orientation towards lasting/ sustainable progress.
Source: Procedia Social and Behavioral Sciences - Category: Psychiatry & Psychology Source Type: research