ANALYSIS AND UNDERSTANDING OF KEY MARKETING
         CONCEPTS MARKETING ACTIVITIES ORGANIZED WITHIN
               THE FOOTWEAR INDUSTRY COMPANIES


             Carmen Adina Paştiu, „1 Decembrie 1918” University of Alba Iulia

ABSTRACT: Marketing in its hypostasis: optical and economic design, practice science and
art, it appears and develops in the context of a competitive economy, as a necessity of
business success. These considerations and not only determined us researching its direct
steps: business to business, and to identify characteristics of marketing activities undertaken
by companies in competitive markets. In this paper we follow, based on research carried out
on a sample of 160 statistical units (footwear industry companies in Romania), issues related
to understanding the main concepts of marketing and marketing analysis manager mentality.

Key words : business to business, marketing activities, marketing analysis manager mentality

JEL: M31, M14