Role of marketing in competiveness of the companies

Abstract

The objective of this article is to analyse marketing practice of Hungarian companies. The role of marketing function within the company is investigated on one hand and the relationship between marketing efforts and market performance on the other hand. In frame of the Hungarian Competitiveness Studies 300 marketing executives were asked to rate the marketing practice of their companies, concentrating on branding, pricing policy, applied marketing channels and promotional activities. The results confirm that sophisticated marketing practice leads to higher business performance.