دانلود رایگان مقاله انگلیسی یک ویژگی سیستماتیک بازاریابی سازمانی - الزویر 2018

Abstract

The 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 selfcontained 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.

Conclusions

The great diversity of marketing definitions and characterizations is not favorable to management theory and practice in the 21st century, being generally the consequence of a non-systemic approach and analysis of organization/ company functions. The methodology of systemic approach and analysis has been applied at the level of the organization/ company functions, with deepening the complex mixed “marketing” function, while going through all classical stages: defining the problem; identifying related systems; developing and analyzing new alternative solutions to solve the problem; recommendations for applying optimal/ suboptimal solution. The systemic approach and the original matrix model "7 Environments - 7 Resources/ Products", with 7 external environment categories and 7 categories of organization/ company resources/ products, allowed relevant contribution: x a better systemic definition of the 11 organization/ company functions, x a more rigorous definition and characterization of holistic marketing and its components, x an extended definition of the "9P" holistic marketing mix, x a basic description of the stages of lasting/ sustainable competitiveness cycle “1+10” of holistic marketing. The practical application of the obtained results facilitates the orientation of organizations/ companies towards lasting/ sustainable progress. Deepening the content of self-contained cycles of lasting/ sustainable competitiveness of organizations/ companies and their subsystems, included marketing, is an objective of future research.