Holistic implementation of knowledge of the marketing ambassadors

• Main Authors: Rakić Beba, Rakić Mira
• Format: Article
• Language: English
• Published: University Dzon Nezbit 2014-01-01
• Series: Megatrend Revija
• Subjects: marketing; marketing knowledge; marketing ambassadors; holistic marketing
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591404197R.pdf

Purpose - The paper emphasizes the role of marketing knowledge in development of countries, organizations, schools and universities. The purpose is a research on the power of knowledge of the marketing ambassadors and proposal of a model for holistic implementation of knowledge of the marketing ambassadors. Methodology - Using a face-to-face questionnaire interview, the study was conducted on a sample of 30 marketing managers, 10 employees in government, 10 professors and 10 students in doctoral studies in Serbia. Findings - The marketing ambassadors - professors, students, practitioners, government, ministers and all employees in the field of marketing, with their marketing knowledge and skills, can contribute to the development of schools, universities, organizations and countries. Practical implications - There is a need to create, exchange and implement marketing knowledge on all levels - starting from schools and universities, through organisations, all the way to the ministries of the government. The marketing ambassadors, on the basis of common activities (e.g. projects) can contribute to the creation, implementation and exchange of marketing knowledge, to the positive results on certain levels and to country development. Originality/value - The paper promotes holistic approach to creation and exchange of knowledge.