Barriers of marketing effectiveness and efficiency within companies: a qualitative study

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dc.contributor.author Karlíček, Miroslav
dc.contributor.author Chytková, Zuzana
dc.contributor.author Tyll, Ladislav
dc.contributor.author Mohelská, Hana
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2014-12-03
dc.date.available 2014-12-03
dc.identifier.issn 12123609
dc.identifier.uri https://dspace.tul.cz/handle/15240/7138
dc.description.abstract Market orientation can be defined as the company’s ability to systematically generate relevant information about current and latent customer needs, spread this information across all company departments and use this information in decision making and subsequent behavior. Current research proves that market orientation correlates strongly with profitability. Strengthening market orientation should therefore be the main focus of the marketing department. However, over the last years, marketers within companies have faced serious criticism coming from the top management as well as from other business functions. This criticism stems from the generally shared opinion that marketing expenditures tend to rise whereas marketing effectiveness and efficiency seem to decline over time, as proved by relatively low satisfaction and loyalty levels of customers and their resistance towards marketing activities. This study investigates the main barriers of marketing effectiveness and efficiency within companies. Based on two focus groups with senior Czech marketing managers we revealed several key themes that reflect how local marketers perceive their jobs. We identified that marketing departments differ diametrically in activities they execute, that marketers face image problem within their companies and that they are not able to prove return of their activities sufficiently. Furthermore, we individuated barriers specific for our context not found in the literature. However, companies of different size and sectors have specifics which are discussed in the text. Managerial recommendations are added. All of these findings should be of high importance for both CEOs (resp. owners) and marketers, because increasing effectiveness and efficiency of the marketing function is their common goal. en
dc.format text
dc.format.extent 111-124 s. cs
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject cloud computing en
dc.subject business en
dc.subject research en
dc.subject.classification M31
dc.title Barriers of marketing effectiveness and efficiency within companies: a qualitative study en
dc.type Article en
dc.date.defense 2014-12-02
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2014-4-009
dc.identifier.eissn 2336-5604
local.relation.volume 17
local.relation.issue 4
local.relation.abbreviation E&M en
local.relation.abbreviation E+M cs
local.faculty Faculty of Economics
local.citation.spage 111
local.citation.epage 124
local.access open
local.fulltext yes


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