A Systemic Characterization of Organizational Marketing

Abstract

The great diversity of marketing definitions and characterizations is not favorable to the theory and practice of the 21^st 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.