Changes of marketing culture expression: comparison analysis in times of economic recession and recovery

LTReikšminiai žodžiai: Ekonomikos atsigavimas; Ekonominė recesija; Rinkodara; Rinkodaros kultūra; Rinkodaros kultūros elgsena; Rinkodaros kultūros išraiška; Rinkodaros kultūros normos; Rinkodaros kultūros priemonės; Rinkodaros kultūros vertybės; Behaviour of marketing culture; Economic recession; Economic recovery; Lithuania; Marketing; Marketing culture; Marketing culture expression; Means of marketing culture; Norms of marketing culture; Values of marketing culture.

ENIn the contemporary competitive environment, companies strive to gain competitive advantage in their business. Strengthening a company’s position in the market is closely related to marketing culture. The article aims at revealing which marketing culture dimensions come into the force in hard times and how these change as hard times inch away and the economy recovers. Seeking to reveal the change tendencies of marketing culture expression in Lithuania, firstly the conception of marketing culture is presented and its elements and peculiarities examined; then the research methodology is presented together with the comparative analysis and interpretation of the findings of questionnaire surveys. [From the publication]

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