Goal of production of the high quality goods was not only maintaining of the existing consumers and attraction of the new ones. Therefore, the guild primarily focused attention on production of high quality goods. The guilds performed their activities with marketing approach, i.e. Attention was paid to the motivation function as well, though this is not clearly stated in the analyzed charters. The charters show that the guild activities were based on the management organization and control functions. The ustabashis, in modern sense, were the guild managers. He and other leaders were elected by the guild members at general meeting. Study of these normative documents showed that Georgian guilds performed their activities under the leadership of ustabashi. Authors have analyzed the guild charters. Regarding that in Georgian cities of that period the main organizations were the guilds of the traders and craftsmen, situation, with respect of application of the marketing and managerial approaches was studied on their example. The article discusses level of managerial and marketing thinking development in Georgian cities of late feudal period.
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