Cultural aspects of marketing management in traditional and modern sectors
Cultural aspects of marketing management in traditional and modern sectors

Summary/Abstract: The aim of the study is to identify cultural aspects of marketing management in enterprises operating in the conditions of traditional and modern sectors. In the paper, the sector is a group of companies providing products of the same nature and meeting the same needs. Traditional sectors include manufacturing companies which base their operation on manufacturing material products. Modern sectors represent companies that offer services based on innovative capital. To draw conclusions, the textile and clothing sector as a traditional and the electronic trading and services as a modern sector were used as an example.

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