PROCESS-ORIENTED MARKETING ACTIVITIES IN WOODWORKING INDUSTRY

Currently, a great importance is ascribed to the process orientation in quality management. A part of Juran's Quality Spiral involves also marketing, which represents the course of the main activities and supportive processes in the organization. Specific feature of marketing processes is that they focus on market analysis, marketing planning and development of marketing strategy within the organization, with the aim to promote sales of product and establish communication with customers. This paper intends to emphasize the importance of positive and negative aspects of process orientation in marketing and better performance of the company in competitive environment.