Marketing Management: Realities and Requirements in the Context of Business Globalization and Internationalization of Companies

Abstract

Abstract Romanian organizations must open their doors to the outside, and for that managers must perceive and interpret all incoming signals to withstand competitive pressure to attract and retain customers, to be competent, to achieve maximum efficiency in their business processes. The purpose of the selective scientific research aims the knowledge of certain issues within the organization, such as: current state of marketing management and customer orientation; specific business marketing management in conditions of business globalization and internationalization of companies; specific customer orientation; Depending on the objectives pursued, the investigation carried out included two successive researches: an exploratory qualitative research and a descriptive quantitative research. The general conclusion about the state of knowledge on marketing management in the context of business globalization and internationalization of companies is that the majority of respondents are aware of the importance of marketing management to support them when they face the daunting penetration option of global markets; “Take Home Messages”: The research has shown that the most important measure that organizations are considering in order to improve marketing management and make the organization’s management efficient is to increase the place and role of marketing management in the overall management of the organization.