MODELING THE PROCESS OF ASSIMILATION AND OPERATIONALIZATION OF THE CONCEPT OF MARKETING BY ROMANIAN LOCAL ORGANIZATIONS

Abstract

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.