IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxiy2013i1p7-28.html

The Role Of Marketing In Corporate Competitiveness: Marketing Practice Analysis Of Hungarian Companies

Author

Listed:
  • Zsófia KENESEI

    (Corvinus University Budapest, Hungary)

  • Tamás GYULAVÁRI

    (Corvinus University Budapest, Hungary)

  • László SEER

    (Corvinus University Budapest, Hungary)

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.

Suggested Citation

  • Zsófia KENESEI & Tamás GYULAVÁRI & László SEER, 2013. "The Role Of Marketing In Corporate Competitiveness: Marketing Practice Analysis Of Hungarian Companies," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-28, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:7-28
    as

    Download full text from publisher

    File URL: http://manmar.ucv.ro/Arhiva%20articole/2013/Volume%20XI%2C%20issue%201-2013/1-3-1-13.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    2. Jeffrey S. Conant & Michael P. Mokwa & P. Rajan Varadarajan, 1990. "Strategic types, distinctive marketing competencies and organizational performance: A multiple measures‐based study," Strategic Management Journal, Wiley Blackwell, vol. 11(5), pages 365-383, September.
    3. Paul Ingenbleek & Marion Debruyne & Ruud T. Frambach & Theo M. M. Verhallen, 2003. "Successful New Product Pricing Practices: A Contingency Approach," Marketing Letters, Springer, vol. 14(4), pages 289-305, December.
    4. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Glynn, Mark S., 2012. "Primer in B2B brand-building strategies with a reader practicum," Journal of Business Research, Elsevier, vol. 65(5), pages 666-675.
    2. Rasoul Azadi & BAHRAM YOUSEFI & HOSSEIN EYDI, 2016. "The Impact of the sponsorship in the Sport in promoting brand equity of sportswear industry," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 4(2), pages 19-32, May.
    3. Ohnemus, Lars, 2009. "B2B branding: A financial burden for shareholders?," Business Horizons, Elsevier, vol. 52(2), pages 159-166.
    4. Laurent Tournois, 2016. "A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model," Post-Print hal-04477573, HAL.
    5. S. Arunachalam & Sridhar N. Ramaswami & Pol Herrmann & Doug Walker, 2018. "Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 744-766, July.
    6. Yoon, Junghyun & Lee, Hee Yong & Dinwoodie, John, 2015. "Competitiveness of container terminal operating companies in South Korea and the industry–university–government network," Transportation Research Part A: Policy and Practice, Elsevier, vol. 80(C), pages 1-14.
    7. McMullen, Jeffery S. & Bergman, Brian J., 2018. "The promise and problems of price subsidization in social entrepreneurship," Business Horizons, Elsevier, vol. 61(4), pages 609-621.
    8. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    9. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    10. Uusitalo, Olavi, 2014. "Brand creation via design and modularization: SMEs in international B2B markets," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 7(2), pages 354-379.
    11. Xin Xu & James Y. L. Thong & Viswanath Venkatesh, 2014. "Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market," Information Systems Research, INFORMS, vol. 25(4), pages 710-729, December.
    12. Adebayo Agbejule & Annukka Jokipii, 2009. "Strategy, control activities, monitoring and effectiveness," Managerial Auditing Journal, Emerald Group Publishing, vol. 24(4), pages 500-522, July.
    13. Oliver Roll & Jan Luca Geerties, 2025. "Unlocking value-based pricing: the moderating roles of pricing capabilities and contingency factors in B2B markets: an empirical approach," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 24(3), pages 232-253, June.
    14. Mary E. Barth & Michael B. Clement & George Foster & Ron Kasznik, 1998. "Brand Values and Capital Market Valuation," Review of Accounting Studies, Springer, vol. 3(1), pages 41-68, March.
    15. Stephan M. Liozu, 2017. "State of value-based-pricing survey: Perceptions, challenges, and impact," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(1), pages 18-29, February.
    16. Blanco Callejo, M, 2007. "LA VENTA DE LA ILUSIÓN Y “LA BRUJA DE ORO”: EL EMBRUJO DE UN CÍRCULO VIRTUOSOi /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 13(3), pages 33-56.
    17. Sojeong Kim & Jarim Kim, 2025. "Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance," Journal of Brand Management, Palgrave Macmillan, vol. 32(5), pages 365-384, September.
    18. Florence Phua, 2006. "Predicting construction firm performance: an empirical assessment of the differential impact between industry- and firm-specific factors," Construction Management and Economics, Taylor & Francis Journals, vol. 24(3), pages 309-320.
    19. Pak Hung Au & Yuk‐Fai Fong & Jin Li, 2020. "Negotiated Block Trade And Rebuilding Of Trust," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 61(2), pages 901-939, May.
    20. Dov Dvir & Eli Segev & Aaron Shenhar, 1993. "Technology's varying impact on the success of strategic business units within the miles and snow typology," Strategic Management Journal, Wiley Blackwell, vol. 14(2), pages 155-161, February.

    More about this item

    Keywords

    ;
    ;
    ;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:7-28. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin Barbu (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.