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- Title
PŘIPRAVENOST MARKETINGOVÝCH MANAŽERŮ K ŘEŠENÍ SOUČASNÝCH OTÁZEK MARKETINGU.
- Authors
JURÁŠKOVÁ, OLGA
- Abstract
The current economic situation is reflected in the attitudes and activities of marketing managers who respond to this situation in different ways. In some sectors, efforts are made to have more effective targeting campaigns, and to use the tools of marketing communications more effectively. In other sectors efforts are made to reduce costs or to monitor competitors' activities. The aim of this paper is to compare the global (IBM Study) and local research (carried out in the Czech Republic) on perceived threats and opportunities present, on trends in marketing and marketing environment and, last but not least, on the sources of information that marketing managers use to make decisions during the economic crisis.
- Subjects
MARKETING management; FINANCIAL crises; MARKETING executives; DECISION making; MARKETING strategy
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 2, p43
- ISSN
1338-7944
- Publication type
Article