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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

Crisis communication on Facebook

81%
Stříteský V., Stránská A., Drábik P.
Studia Commercialia Bratislavensia
|
2015
|
vol. 8
|
issue 29
103-111
EN
The aim of this paper is to present the issue of crisis communication under the newly created conditions of social media and evaluate the importance of social network site Facebook for crisis communication on the Czech market. The paper presents findings from a survey of Czech Facebook users. It examines the consumer complaining behaviour in the context of social media that can serve as a new platform to voice customer negative experiences. Differences between customers using traditional communications channels and those using social media platforms are identified and discussed.
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