Competence-Based View in the Marketing Theory

The study analysis the dominant marketing theories created in the last decades. In the comparison the author states that the different approaches did not mean paradigm changes in the marketing, but they approve the theoretical and methodological development of a practice-oriented, practical and generalizing field of science, which gives an appropriate basis for the marketing management of the enterprises. The paper specifies the characteristics of the competence-based approach of the marketing resources, as marketing, strategic and methodological answers given to the network cooperation, integrated customer requirements and the challenges related to a technology-oriented economy.