The holistic dimensions of the marketing-led organization Cover Image

Холистичните измерения на маркетинг базираната организация
The holistic dimensions of the marketing-led organization

Author(s): Dimitar Trendafilov
Subject(s): Social Sciences, Economy, Education, National Economy, Business Economy / Management, Micro-Economics, Higher Education , Financial Markets, Public Finances, Accounting - Business Administration, Marketing / Advertising, Business Ethics
Published by: Нов български университет
Keywords: holistic marketing; marketing management; agile organization; corporate culture; innovation

Summary/Abstract: The article concerns the relation between holistic concept in marketing and successful market performance. First, the notion of “holistic marketing” is discussed, then a wide description of the essence and features of the “agile organization” is added in providing explanation of why 21st Century marketing is not tagged to particular unit, rather refers to all units, and what internal – external environment interaction has to be achieved. By referring to the research on marketers’ opinion from all over the world and to a particular example of the principles of the culture of innovation of Google, theoretical formulations receive practical illustrations.

  • Issue Year: 4/2019
  • Issue No: 1
  • Page Range: 114-124
  • Page Count: 11
  • Language: Bulgarian