Economic Themes (2012) 50 (4) 10, 599-614


Ljiljana Stanković, Suzana Đukić, Ana Popović

Abstract: The theory and practice of marketing have evoluted significantly. The research area is constantly expanding and adapting in response to a very dynamic and numerous changes. A number of authors, organizations and institutions contributed to development of marketing theory. Various methods and models have been developed and their application contribute to improving the efficiency of the economy and society. The authors have analyzed the development of marketing thought, marketing approaches, changes in the marketing and research challenges for the theory and practice of marketing in the modern economic environment

Keywords:  marketing; marketing theory; approaches to marketing; marketing research

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