Trends in the Marketing Development within the Context of the Knowledge Based Economy Cover Image

Tendinte in dezvoltarea marketingului in contextul economiei bazate pe cunostinte
Trends in the Marketing Development within the Context of the Knowledge Based Economy

Author(s): Valerica Olteanu
Subject(s): Economy
Published by: Editura Economica
Keywords: marketing; knowledge; traditional; transactional

Summary/Abstract: Nowadays, human society is passing through a new stage called knowledge based economy. This concept is reflected in a specific way in the marketing theory. We know that mar-keting, as a science, appeared as an answer to the development of Economy. The Romanian marketing school places at the origins of marketing the social-economic dynamism. From this point ofview, we believe that the science of marketing itselfis an element that explains know-ledge based economy. However, with the premises ofthis new economy, the tradiţional marketing concept has a lot of limits, being based on a market that is permanently divided. This process creates a hyper-seg-mented market and its effects exceed the expansion of the market. Modern marketing (customer orientated marketing and relationship marketing) partially solved this new situation. Philip Kotler and Fernando Trias de Bes have studied this situation in its complexity andpro-posed us a new concept, called lateral marketing. It defines a marketing process that is oppo-site to the classical process. It doesn 't exclude the market as the starting and ending point of the process, but places in its center creation and innovation as very important instruments of mar-keting. Considering that creation and innovation are the central elements of knowledge-based economy, we believe that lateral marketing is one of its instruments.

  • Issue Year: 2006
  • Issue No: 1
  • Page Range: 27-34
  • Page Count: 8
  • Language: Romanian