期刊名称：Studies and Scientific Researches: Economics Edition
印刷版ISSN：2066-561X
电子版ISSN：2344-1321
出版年度：2015
期号：21
页码：161-173
DOI：10.29358/sceco.v0i21.318
语种：English
出版社：University of Bacău
摘要：This paper proposes a model that wants to offer some pertinent answers about the process of assimilation and operationalization of the marketing concept in the practice of local organizations in Romania.Considering the reality of organizational practice in Romania,which revealed a lack of consistency in the approach of assimilation and operationalization of the marketing concept,the model tries to capture a range of factors that determine and explain this phenomenon.Reality shows that many Romanian organizations either do not perceive the need and importance of marketing in their activity or assimilate and develop a priori,actions carried out by transnational companies that do not meet the particular context of the Romanian market and / or of internal environment.The model attempts to capture the peculiarities of the process of assimilation and operationalization of the concept of marketing in local organizations and describe the characteristics of each identified organizational structures.
关键词：organizational structure;marketing department;interoperable teams;endogenous and exogenous factors
