@article{Terziev_Banabakova_Stefanov_Georgiev_2017, title={EVOLUTION OF THE MARKETING CONCEPT,MARKETING MIX –„MIX OF COMPONENTS“ OR A SET OF ACTIONS}, volume={20}, url={https://ikm.mk/ojs/index.php/kij/article/view/3677}, abstractNote={<p>This article explores the development of marketing in a historical perspective, focusing on the stages of evolution of marketing concept and characteristic features.<br>The home of marketing is the United States. At the beginning of this century marketing was introduced as a scientific discipline in some of the most renowned American universities. In a short time, marketing gains wide popularity in business circles, as a result of which even before. World War I, many of the largest US companies create specialized marketing units in their management structure. In Western Europe, the principles of marketing in business management began to be applied in the 1950s. At this time, the economies of most of the countries in the region had already been restored, as a result of which the domestic market is transformed from a "producer’s market" into a "consumer market". This draws the attention of business organizations to the market and its subjects in order to overcome the problems associated with the realization of the goods. From its emergence to the present day, marketing has undergone a complex evolution. With the development of marketing, it is necessary to apply five concepts, which are based on the fact that the main goal of the marketing activity is to provide a balance between several types of interests. According to F. Kotler, four factors have to be taken into account when making marketing decisions: the needs of the consumer, his interests, the interests of the organization and the interests of society. In this context, there are five alternative concepts on the basis of which commercial and non-commercial organizations carry out their marketing activities: production, product, commercial, marketing, social. Concepts can be applied alone or combined, depending on the specific business objectives. A special place in this analysis is dedicated to the concept of marketing-mix, the name refers to the marketing complex that summarizes all the elements and activities that can be used to lead active marketing in organizations. In the marketing literature, the content of the term "marketing mix" is referred to as "P". This name derives from the English words - product, place, price, promotion, which represent the four elements of the marketing mix. Each of these elements forms the relevant marketing policy of the organization aimed at impacting the market. All the marketing mix elements form the marketing policy toolkit. We distinguish between the following types of marketing policy: product policy, pricing policy, distribution policy, communication policy.</p>}, number={1}, journal={KNOWLEDGE - International Journal }, author={Terziev, Venelin and Banabakova, Vanja and Stefanov, Svilen and Georgiev, Marin}, year={2017}, month={Dec.}, pages={213–218} }