RELATIONSHIP BETWEEN MARKETING CULTURE AND MARKETING EFFECTIVENESS IN SERVICE FIRMS

The scientific article is aimed at revealing the relationship of marketing culture and effectiveness of marketing activities. Rapid changes in the environment force companies to search for unconventional solutions in order to survive on the market. This necessitates the examination of company's operations based on the analysis of financial indicators as well as from the culture perspective, seeing that cultural moments, service quality and customer's sense of well-being in the company affect the customer loyalty and are, therefore, none the less important than instantaneous financial indicators, such as price level. Marketing culture, expressing itself through marketing culture elements that are inherent to it, may affect the marketing activity and company's operations as well as its results. The article aims at substantiating this statement through theoretical analysis and empirical research.