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Marketing’s Influence within Companies: Current Issues and their Possible Resolution

Karlíček, Miroslav ; Drábik, Peter

Studia commercialia Bratislavensia, 2012-12, Vol.5 (20), p.587-596 [Periódico revisado por pares]

Bratislava: Versita

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  • Título:
    Marketing’s Influence within Companies: Current Issues and their Possible Resolution
  • Autor: Karlíček, Miroslav ; Drábik, Peter
  • Assuntos: Brand equity ; Brand loyalty ; CMO ; Departments ; Efficiency ; Investments ; Market strategy ; Marketing ; marketing department ; Marketing function ; marketing performance ; marketing reputation ; Power ; Private sector ; Product development ; R&D ; Reputations ; Research & development ; Studies
  • É parte de: Studia commercialia Bratislavensia, 2012-12, Vol.5 (20), p.587-596
  • Notas: ark:/67375/QT4-P0RTBSL9-3
    v10151-012-0012-9.pdf
    istex:E160D47ED027DB7D77E8F79E4121FE0DC984F94C
    ArticleID:v10151-012-0012-9
    The study was created with the financial support of the Internal Grant Agency of the University of Economics, Prague (research project mF/13/2012)
  • Descrição: Marketing is a fundamental business function which is directly connected to the company’s long-term performance. However, the marketing function seems to be marginalized in many companies. The main reasons for the relatively low power of the marketing function within the private sector are insufficient control of CMOs over marketing strategy and the marketing mix, lack of convenient measures for capturing the effectiveness and efficiency of marketing investments, the tactical and short-termed orientation of marketing departments, and last but not least the low reputation of the marketing profession. This study analyzes these four factors and proposes steps which can be undertaken by CEOs, marketers themselves and business faculties to leverage the influence of the marketing function and therefore also the overall performance of a company
  • Editor: Bratislava: Versita
  • Idioma: Inglês;Eslovaco
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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