Marketing macro-environment: market making or market shaping?
Pranulis, Vytautas Pranas | Vilniaus universitetas |
Grundey, Dainora | Vilniaus universitetas |
Vilniaus universiteto leidykla |
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.
Straipsnyje naujai pažvelgiama į termino ‚marketingas‘ konceptualią esmę, įvertinant lietuviško atitikmens savastį ‘rinkodara’, kuri realiai išreikštų ‘rinkos darymo’ semiotiką. Autoriai pabrėžia, kad marketingo aplinkos formavimas pereinamosiose ekonomikose turi specifinių bruožų, į kuriuos atsižvelgiant formuojamos naujos marketingo aplinkos ir marketingo sąveikos koncepcijos, apibūdinamos ‚rinkos darymo‘ ir ‚rinkos formavimo‘ sąvokos, išskiriamas socialinis-kultūrinis bei ekonominis-ideologinis besivystančių šalių potencialas ir barjerai, įsisavinant marketingo metodų bei technologijų naujoves.
| Journal | IF | AIF | AIF (min) | AIF (max) | Cat | AV | Year | Quartile |
|---|---|---|---|---|---|---|---|---|
Transformations in Business & Economics | 0.75 | 1.058 | 0.911 | 1.205 | 2 | 0.768 | 2007 | Q2 |
| Journal | IF | AIF | AIF (min) | AIF (max) | Cat | AV | Year | Quartile |
|---|---|---|---|---|---|---|---|---|
Transformations in Business & Economics | 0.75 | 1.058 | 1.058 | 1.205 | 2 | 0.768 | 2007 | Q2 |