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| Author: | Tomek, G. Vavrova, V. |
| Title: | Die Rolle des Marketing im Transformationsprosess |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1997 : 19:4, p. 259-262 |
| Index terms: | CZECH REPUBLIC CHANGE UNIVERSITIES DISCIPLINE MARKETING RESEARCH SERVICE QUALITY |
| Language: | ger |
| Abstract: | Recent developments of the marketing discipline in the Czech Republic are highlighted in the article. The enlightenment phase can be seen as completed, marketing know-how has been diffused through the translation of various marketing publications and the integration of the marketing discipline into the management curriculum at many Czech universities. In the near future, the focus ought to be on service quality , marketing as a general management philosophy and the professional use of the 4 P's. |
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