NEW DEVELOPMENTS IN MARKETING THEORY AND PRACTICE

Marketing is in a continuous development theoretically and practically, under the influence of a extremely dynamic and competitive global environment. Year by year, marketing budgets, regardless of the field of activity, grow, strengthening the statement of Robert Louis Stevenson:'' everybody lives by selling something'', and proving that organizations have understood that only in this manner they ca maximize their opportunities. Technological revolution and the Internet have created the premises for the affirmation of new marketing specializations, the latter managing also to be relevant in areas previously considered unattractive, such as those focused on non-profit activities that only reinforce the universality of marketing.