Abstract:

The concept of marketing management contains two basic ideas. One is that of the "decision mind" (being physically limited to one or several persons), and the other is that of the executive team which consists generally of a larger or smaller number of persons, according to the importance and the sphere of action of the firms in which the team works. "Marketing management" is a substitute for what in former times belonged to the direct knowledge and to the personal intuition of a single individual. It was born and has been developing until it has reached its actual importance, of necessity due to the development of production and as a consequence of the function of marketing. From the historical point of view it is one phenomenon more which has appeared in the important change from a simple society to a "mass" society, with its large volume and complexity.