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Perceived role of marketing activities in the context of transitional economy

Author

Listed:
  • Sigitas Urbonavičius

    (Faculty of Economics, Vilnius University)

  • Vytautas Dikčius

    (Faculty of Economics, Vilnius University)

Abstract

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 per ceptions and opinions during the period of economic uncertainty and recession. The research is based on a survey of 346 managers of primarily manufacturing and trading companies operating in Lithuania. The analysis showed a number of differences in the evaluation of the importance of marketing activities based on the characteristics of companies and their core strategic idea. The research revealed that the importance of pricing and communication activities is growing during a period of economic recession. It also confirmed the existence of a positive relationship between managerial evaluations of the importance of marketing activities and the growth of sales

Suggested Citation

  • Sigitas Urbonavičius & Vytautas Dikčius, 2009. "Perceived role of marketing activities in the context of transitional economy," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 21(2), pages 167-182.
    • Handle: RePEc:zag:market:v:21:y:2009:i:2:p:167-182
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    References listed on IDEAS

    as
    1. Elena Skliarenko & Henry Bartel, 2006. "Evaluating the Relative Efficacy of the Marketing Function in the Construction Complex of Ukraine," International Advances in Economic Research, Springer;International Atlantic Economic Society, vol. 12(1), pages 17-32, February.
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    3. Prasad A. Naik & Kalyan Raman & Russell S. Winer, 2005. "Planning Marketing-Mix Strategies in the Presence of Interaction Effects," Marketing Science, INFORMS, vol. 24(1), pages 25-34, June.
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