ISSN: 1648 - 4460

International Journal of Scholarly Papers


Transformations  in
Business & Economics

Transformations in
Business & Economics

  • © Vilnius University, 2002-2007
  • © Brno University of Technology, 2002-2007
  • © University of Latvia, 2002-2007
Marketing Macro-Environment: Market Making or Market Shaping?
Vytautas P. Pranulis, Dainora Grundey

ABSTRACT. The overall objective of this paper is to examine the concept of the creation of a marketing environment and how this relates to marketing. This is divided into several specific aims. First, some theoretical considerations regarding the functional creation of the market environment are discussed. This discussion is followed by a formulation of a definition of the concept of creating the marketing environment. Next, the ways in which the creation of the market environment is related to the marketing concept are examined, and lastly, an extension of the marketing concept and definition are proposed. The paper is based on theoretical and practical information and primary observation data obtained mainly in Central and Eastern Europe.

KEYWORDS: market environment, marketing, transition, function, Lithuania.

JEL classification: M31, P2.

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Scholarly papers Transformations in Business & Economics
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