SOME CONSIDERATIONS ON THE CONCEPT AND THE ROLE OF MARKETING

The article deals with the nature of marketing and mainly with three major approaches in attempt of explaining the essence of marketing. The first is a historical-narrative approach, designed to explain how marketing evolved into its present form. The second is a conceptual-philosophical approach, centering on wheather or not marketing is a science. The third is a structural-functional approach about what marketing does and under what conditions it is applicable. In the second part of the article, seven groups of marketing definitions - based on common characteristics - are considered. On a broader scale the interrelation of marketing and selling concept was analysed.