Marketing macro-environment: Market making or market shaping?

被引：0

作者：

Pranulis, Vytautas P.

Grundey, Dainora

机构：

[1] Vilnius State Univ, Fac Econ, Dept Mkt, LT-04123 Vilnius, Lithuania

[2] Vilnius State Univ, Kaunas Fac Humanities, Dept Business Econ & Management, LT-44280 Kaunas, Lithuania

来源：

TRANSFORMATIONS IN BUSINESS & ECONOMICS | 2007年 / 6卷 / 01期

关键词：

market environment; marketing; transition; function; Lithuania;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The overall objective of this paper is to examine the concept of the creation of a marketing environment and how this relates to marketing. This is divided into several specific aims. First, some theoretical considerations regarding the functional creation of the market environment are discussed. This discussion is followed by a formulation of a definition of the concept of creating the marketing environment. Next, the ways in which the creation of the market environment is related to the marketing concept are examined, and lastly, an extension of the marketing concept and definition are proposed. The paper is based on theoretical and practical information and primary observation data obtained mainly in Central and Eastern Europe.

引用

页码：155 / 166

页数：12