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

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Karlíček M., Chytková Z., Fischer J.

Studia Commercialia Bratislavensia

2013

vol. 6

issue 21

45-55

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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1 Studia Commercialia Bratislavensia

1 2013

1 Chytková Z.

1 Fischer J.

1 Karlíček M.

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