Marketing as a Philosophy and Business Function
Marketing ako filozofia a funkcia podnikania

Summary/Abstract: Marketing in Europe is regarded as a special function and section of the theory of enterprise economics, while in USA it is considered to be economic discipline sui generis. The potential object of research includes social life as a whole with all types of enterprises, and human being in the centre – that means that the theory of enterprise economics and marketing appear to be (just as applied sociology and psychology) in a certain sense a relation against other disciplines. Marketing processes and phenomena are an extraordinary complex, influenced by many factors and determined by human behaviour. Plurality of aims and behaviour patterns often enable to formulate only stochastic statements. The article concludes with an assessment of specific definitions of marketing over the last four decades to explain how the nature of marketing has evolved in the time.

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