Marketing in Czech firms: 1999-2003

Abstract

Marketing is one of the key pillars of the successful management of an enterprise. For the transition economies of Central and Eastern Europe, this had previously been a neglected aspect. The aim of this paper is to assess the development of marketing practice in the firms of one of those economies, the Czech Republic, between 1999 and 2003. It analyses the implementation of the Internet as amarketing tool and how Czech enterprises approach marketing and marketing strategy. With the accession of the Czech Republic and other formerly communist countries to the European Union in 2004, the importance of marketing to such firms cannot be overstated, if the benefits of the enlarged marketplace are to be realised fully. © 2004, Emerald Group Publishing Limited