Acta academica karviniensia 2012, 12(4):163-172 | DOI: 10.25142/aak.2012.068

GLOBAL ECONOMIC CRISIS AND MARKETING DEFENCE OF THE TERTIARY SECTOR

Miroslava Vaštíková

Ing. Miroslava Vaštíková, Odborný asistent Katedra marketingu, Obchodně podnikatelská fakulta Karviná, Slezská univerzita Opava, Univerzitní náměstí 1934/3, 733 40 Karviná, Tel.: 596398264, vastikova@opf.slu.cz

This article reflects the basic summary of observations achieved in the primary marketing research realized within lessons of Marketing of services carried on Silesian University in Opava, OPF in Karvina in 2010. The main task of the research was to find whether and in which ways the economic crises affects marketing strategies of companies providing services. Marketing strategies shall be represented by elements of marketing mix. For needs of this article we have chosen companies whose activities help the tourist trade development, i.e. companies providing services in hotel industry, accommodation and tourism. Data achieved from this research are valid for the time period of the beginning of the economic crises, i.e. till the end of the year 2009.

Keywords: economic crisis, companies providing services in hotel industry, accommodation and tourism, marketing research, marketing mix

JEL classification: M31, M39

Published: December 30, 2012  Show citation