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The Role of Marketing in Corporate Competitiveness: Marketing Practice Analysis of Hungarian Companies

Kenesei, Zsófia and Gyulavári, Tamás and Seer, László (2013) The Role of Marketing in Corporate Competitiveness: Marketing Practice Analysis of Hungarian Companies. Management & Marketing, 11 (1). pp. 7-28.

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Official URL: http://www.mnmk.ro/documents/2013-01/1-3-1-13.pdf


Abstract

The objective of this article is to analyse the marketing practice of Hungarian companies. On the one hand, the role of marketing function in the company has been revealed, and on the other hand the relationship between marketing efforts and market performance has been investigated. In frame of the Hungarian Competitiveness Studies, 300 marketing executives were surveyed to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels and promotional activities. The results confirm that sophisticated marketing practice leads to higher business performance. Keywords: marketing tools, competitiveness, performance

Item Type:Article
Uncontrolled Keywords:marketing tools, competitiveness, performance
JEL classification:M31 - Marketing
Subjects:Business economics
Marketing
Media and communication
Business organisation
Management, business policy, business strategy
ID Code:1836
Deposited By: Dr. Tamás Gyulavári
Deposited On:26 Jan 2015 16:11
Last Modified:26 Jan 2015 16:13

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