<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the role of marketing in a company in the context of adaptation to new conditions in the market environment, in particular, covering such phenomena as: rivals’ activities, consumers’ preferences, as well as technological changes and the globalization of markets. In the first part of the article an overview of classic solutions for the positioning of marketing in a company, described in literature concerning marketing is presented. In the second part an attempt was made to define the current role of marketing in a company from the perspective of the positioning of this function in the structure of a contemporary organization, as well as to define the tasks ahead of the marketing director (leader). The deliberations were based on secondary sources of information - marketing magazines and practical examples.</p></abstract>

Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the role of marketing in a company in the context of adaptation to new conditions in the market environment, in particular, covering such phenomena as: rivals’ activities, consumers’ preferences, as well as technological changes and the globalization of markets. In the first part of the article an overview of classic solutions for the positioning of marketing in a company, described in literature concerning marketing is presented. In the second part an attempt was made to define the current role of marketing in a company from the perspective of the positioning of this function in the structure of a contemporary organization, as well as to define the tasks ahead of the marketing director (leader). The deliberations were based on secondary sources of information - marketing magazines and practical examples.

The Position of Marketing in a Contemporary Organization — Character of Changes

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from...

The Position of Marketing in a Contemporary Organization — Character of Changes

Published Online: May 30, 2017

Page range: 1 - 17

DOI: https://doi.org/10.14611/minib.15.01.2015.01

Keywords
marketing, consumer preferences, marketing competition, marketing in organizational structure, leader of the marketing function

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The Position of Marketing in a Contemporary Organization — Character of Changes

Published Online: May 30, 2017

Page range: 1 - 17

DOI: https://doi.org/10.14611/minib.15.01.2015.01

Keywordsmarketing, consumer preferences, marketing competition, marketing in organizational structure, leader of the marketing function

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
marketing, consumer preferences, marketing competition, marketing in organizational structure, leader of the marketing function