Marketing management / Upravljanje marketingom

The first edition of 'Marketing Management', published in 1967, introduced the concept that companies must be motivated by clients and the market. However, there was little mention of topics that are considered fundamental today, such as segmentation, targeting and positioning. Concepts such as brand value, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management and integrated marketing communications were not even present in the marketing vocabulary of the time.