Marketing Studies and Science in Lithuania
Marketing Studies and Science in Lithuania

Summary/Abstract: This article is a first attempt to take a panoramic sight of marketing development in Lithuanian science and society’s life, as well as in the context of social policy and economic transformations. The main aim of the paper is to provide some intellectual insights for further development of marketing science and practice. Marketing theory and method application in the country experiencing dynamic changes are examined. The main stress and attention are concentrated on the problem awareness, understanding, and perception of marketing and decisions, and actions, which arise from it. Theoretical and practical aspects are analyzed. The content of the article covers the analysis of marketing awareness and understanding, scientific organizational decisions, study and science methodological questions. The research is based on the overview and valuation of the situation in which marketing is relatively new and unpractised matter. Subsequently the article approaches analysis and valuation of the marketing dispersion in organizational decisions, academic familiarization and scientific research, as well as the facts of the practical utilization, trends and data. Organizational questions of Marketing Department establishment and marketing specialist training in Lithuanian universities are overviewed. A paradox, that marketing specialists are trained at the universities, which barely have marketing specialists, whereas in the University, which has Marketing Department and marketing professionals specialists, are not trained. Moreover, the author presents the student survey’s information, which shows a high lecturers and work quality valuation in Marketing Department of Vilnius University. This article also presents information about defended doctoral thesis under the supervision of Vilnius University Marketing Department professors. The studies of Lithuanian marketing scientists, who have cast light on certain problems of marketing science and practice in Lithuanian business and state’s economic governance, are discussed in this article as well. The research is based on the secondary information, systemization and analysis of the primary observation information, as well as on the expert synopsis method.

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