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  1. 2 Marketing i Rynek

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  1. 2 2013

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  1. 2 Hanuláková E.

  2. 1 Daňo F.

  3. 1 Žák Š.

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The using of marketing in the management of waterworks companies in the Slovak Republic

100%
Žák Š., Hanuláková E.
Marketing i Rynek
|
2013
|
vol. 20
|
issue 6
9-13
EN
The waterworks sector and the water supply respectively belong to the network industry. The Slovak waterworks companies underwent in recent past a transformation process. The experiences of important multinational companies, which operate in the waterworks sector, as well as the whole transformation process of the waterworks companies have shown that the strategic process, the process of strategic goal setting and a good strategy must become a part of the management and that these represent the basic prerequisites of a successful development of waterworks companies. One of the intentions presented by the managements of the Slovak water supply companies was to introduce within the transformation process a market based behavior and to create modern, customer oriented corporations.
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The marketing control system from a theoretical and practical viewpoints

100%
Daňo F., Hanuláková E.
Marketing i Rynek
|
2013
|
vol. 20
|
issue 5
17-23
EN
The article deals with the marketing control system from a theoretical and practical viewpoints. It is aimed at chosen tools of the marketing control system and their theoretical aspects as well as practical using in the terms of firms. The authors opinion is that firms usually do not create adequate marketing control systems despite the necessity to monitor, control and analyze marketing activities and the marketing performance. Marketing audit has to be recognized by authors as the key tool of the marketing control system. Due to the fact that the marketing audit enables to review the whole marketing system, it acts in this hierarchy as a system of early warning. It also serves to ensure the control function of marketing controlling. The restrictions during the realization of marketing control system including its key tool the marketing audit are mostly related to a lack of understanding or to the underestimation of marketing, or to a wrong and/or slow approach to its establishment.
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