Actual Challenges of Marketing and Their Implications for the Czech Academic Sphere

Nowadays marketing is often criticized for its low productivity: high corporate expenses on marketing are not balanced by equal customer satisfaction and loyalty. The source of this problem can be found in low effectiveness and ethical standard of the marketing activities. Wastefulness and low ethical level of marketing is visible both on the corporate level and on the level of the whole society. Marketing academics have the possibility to increase professional and ethical standard of the future marketers and other managers. However, academic sphere has to increase its own level first. In the Czech context it is even more important as marketing has a very short history here. The paper summarizes some of the solutions which could help in increasing the quality of the academic sphere. The paper suggests that the research activity should be realized in close relation with the marketing practice. The pedagogic activity should be oriented on both strategic and tactical level of marketing. Educational process in marketing should also focus on integration of marketing function with other corporate functions as well as on the ethical level of marketing.