Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2017.1305806
Changes of marketing culture expression: comparison analysis in times of economic recession and recovery
Daiva Zostautiene
orcid.org/0000-0002-0101-6739
Renata Zvireliene
Dalia Susniene
Sažetak
In the contemporary competitive environment, companies strive
to gain competitive advantage in their business. Strengthening
a company’s position in the market is closely related to marketing
culture. The article aims at revealing which marketing culture
dimensions come into the force in hard times and how these change as
hard times inch away and the economy recovers. Seeking to reveal the
change tendencies of marketing culture expression in Lithuania, firstly
the conception of marketing culture is presented and its elements and
peculiarities examined; then the research methodology is presented
together with the comparative analysis and interpretation of the
findings of questionnaire surveys.
Ključne riječi
Marketing; marketing culture; Lithuania
Hrčak ID:
180818
URI
Datum izdavanja:
1.12.2017.
Posjeta: 997 *