Percepcija Uloge Marketinških Aktivnosti U Kontekstu Tranzicijskog Gospodarstva Perceived Role of Marketing Activities in the Context of Transitional Economy
نویسندگان
چکیده
The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. These factors are integrated and shaped by managerial perceptions about their overall importance and suitability at a specific moment. Authors analyze opinions among managers of Lithuanian companies about the overall importance of the marketing function in their companies as well as about the importance of specific marketing activities. Special attention is paid to the specifics of managerial perSigitas Urbonavičius, Professor Head of Marketing Department Faculty of Economics, Vilnius University Sauletekio 9, building 2, room 818 Vilnius, LT-10222, LITHUANIA Phone: ++370 5 236 6148 E-mail: sigitas .urbonavicius@ef .vu .lt Ključne riječi: marketing, marketinška funkcija, marketinške aktivnosti, recesija
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