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1

Marketing’s Influence within Companies: Current Issues and their Possible Resolution

100%
Karlíček M., Drábik P.
Studia Commercialia Bratislavensia
|
2012
|
vol. 5
|
issue 20
587-596
EN
Marketing is a fundamental business function which is directly connected to the company’s long-term performance. However, the marketing function seems to be marginalized in many companies. The main reasons for the relatively low power of the marketing function within the private sector are insufficient control of CMOs over marketing strategy and the marketing mix, lack of convenient measures for capturing the effectiveness and efficiency of marketing investments, the tactical and short-termed orientation of marketing departments, and last but not least the low reputation of the marketing profession. This study analyzes these four factors and proposes steps which can be undertaken by CEOs, marketers themselves and business faculties to leverage the influence of the marketing function and therefore also the overall performance of a company
2

The Role of Marketing in Corporations within the Post Communist Context: Perceptions of Marketing Managers in Czech Corporations

81%
Karlíček M., Chytková Z., Fischer J.
Studia Commercialia Bratislavensia
|
2013
|
vol. 6
|
issue 21
45-55
EN
The influence of marketing department in corporations tends to be limited, as it usually plays a rather tactical and narrow role. It is often primarily concerned with marketing communications whereas it lacks involvement with other crucial marketing activities such as brand strategy and positioning, new product development or pricing. This state is relatively well documented in the US literature. However, not much is known about the role of marketing departments in corporations within the post communist context. This study proves that situation in Czech corporations is consistent with the US reality. With the exception of companies operating in the FMCG sector, marketing department is typically not the most powerful force in the Czech corporations and its involvement with strategic and non-communication marketing activities is typically relatively low.
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