| Abstract: |
Commencement of the process of creation of the scientific theory of management
and marketing, at the turn of the 19th and 20th centuries was the logical
continuation of the practical experience gained by the mankind in this area.
This process was initiated in the USA, though managerial and marketing
thinking and practices were characteristic of almost all countries. This is
natural as effective performance of entrepreneurial activities is possible
only in case of proper management and orientation to the consumer needs. In
this respect, Georgia is not exclusion. Georgian noblemen, merchants,
craftsmen and peasants used to apply managerial approaches in their businesses
and they also took into consideration the consumers? needs. In our opinion,
the hired stewards, i.e. the ?managers? administered the households of the
noblemen. The leaders of the shops of merchants and craftsmen and their
deputies were the managers as well. When selecting the managers the attention
was paid to their organization skills, smartness, required for achievement of
the goals set by the members of the shop. The noblemen and the peasants used
to buy the consumer goods from the proceeds gained as a result of sale of the
excessive agricultural products or exchanged them for the required
commodities. The leaders of merchants and craftsmen performed their activities
based on the consumers? requirements. In many cases the craftsmen produced the
goods ordered by the consumers. In our opinion, only managerial and marketing
thinking can explain the fact that the Georgians have created numerous
varieties of the agricultural crops from the ancient period up to present. For
example, currently, in small Georgia that has permanently resisted the
enemies? attacks, there are recorded about 500 strains of grapes, up to 200
strains of apples, over 150 strains and forms of wheat. With this approach,
Georgian farmers met different demands of the consumers on one hand and on the
other ? distributed the risks and prevented expected losses. |