Changes in Marketing Management of Czech Service Firms in Economic Recession

摘要

Marketing management and marketing activities are essential during economic crisis since they can substantially increase the competitiveness and prosperity of companies. This work presents the outcomes of a marketing research carried out with 89 service providers in the Czech Republic. The aim of this contribution is to conduct a partial primary investigation in order to determine the degree of impact of the economic crisis on economic performance of service providers and on their marketing management. The investigation is a part of a long-term research of the authors, which monitors the implementation of marketing in services.