MARKETING BUDGETS IN A FINANCIAL AND ECONOMIC CRISIS. NORTH AMERICAN AND EUROPEAN PERSPECTIVES
MARKETING BUDGETS IN A FINANCIAL AND ECONOMIC CRISIS. NORTH AMERICAN AND EUROPEAN PERSPECTIVES

Summary/Abstract: The main goal of our article is to identify the way how the current economic and financial crisis influences the marketing budgets. Our concern is to determine if there is a tendency towards shrinking marketing budgets. Another point of interest would be to identify the way how the current situation influences the marketing activities (brand positioning, marketing instruments and channels, improvements of marketing efficiency etc.).

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