Competence-Based View in the Marketing Theory
Keywords:
Marketing theory, Competence marketingAbstract
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 costumer requirements and the challenges
related to a technology-oriented economy.
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