[Title:] Veresné, Somosi Mariann; Lipták, Katalin: „Mérleg és Kihívások” IX. Nemzetközi Tudományos Konferencia = „Balance and Challenges” IX. International Scientific Conference: A Gazdaságtudományi Kar megalapításának 25. évfordulója alkalmából: Konferencia Kiadvány = Proceedings. 948 p. Konferencia helye, ideje: Miskolc-Lillafüred, Magyarország, 2015.10.15-2015.10.16. Miskolc: Miskolci Egyetem Gazdaságtudományi Kar, 2015. [Pages:] 103-112
The practice of marketing has significantly changed among companies operating in Hungary since the economic transition with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance of marketing in corporate practices; undercover the most important activities of marketing managers in current business processes; the size and tendencies of change in marketing budgets as well as the features and components of the dominant marketing orientation. Moreover, the reader shall gain insight into the analysis of cooperation activities of firms and their interpretation of the meaning of CSR. Besides this paper give an overview of the current trends influencing daily marketing practices and analyzes the correlation between the size of revenue and marketing activities. It is found that the strongest positive correlation is between brand building and higher revenue, e. g. building strong brands can be considered as the most effective marketing activity.