The concept of marketing in Romania emergend in the second half of the 20th century, under the influence of Western specialized literature. Both the concept and its practice in Romania faced a series of particularities, starting with the 1990s, determined by the process of transitions from a centralized economy, in which state ownership was overwhelming, to a market economy. Romanian marketing emerged in the second half of the twentieth century, influenced by a reorientation of its literature and business practices toward Western models. However, over time, a series of challenges arose—challenges that Western societies and economies had long since overcome, thanks to their decades of experience building economic and social democracy.