, 3/2009, . 77-83, , UDC (339.

138)

THE INFLUENCE OF NEW TEHNOLOGIES AND INNOVATIONS ON THE
DEVELOPMENT OF MARKETING CONCEPT

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Abstract: The aim of this papers research is the development of the marketing concept
and its tools under the influence of growing innovative and technological changes,
which as a consequence show the influence of globalization on contemporary business.
The marketing concept as a modern philosophy provides the optimal combination of
modern marketing elements with the help of innovation and technology. A sudden
expansion of technology in the early eighties of the last century, has made a great impact
on all areas of social life, and on business in general. The chronologically followed
development of the marketing concept and new technologies, provides a general survey
of importance that technologies have had on improving business and its impact on the
implementation of marketing, its development and application as a basis for achieving
global competitiveness. It could be said that with the help of technology, marketing
becomes a means of achieving the objectives of all subjects of business environment,
customers, stakeholders and economy in general. Today, as the main initiator of
changes technology helps companies gain, create and maintain a competitive advantage
in the market, whereas marketing is a socially responsible philosophy that is based on
these changes.

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Keywords: new tehnologies and innovations, marketing concept,

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