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Author
Sobotnik Robert (Szkoła Główna Handlowa w Warszawie)
Title
Wpływ strategii marketingowych na rentowność inwestycji marketingowej
Marketing Strategies' Impact on Marketing Investments' Profitability
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Finanse, Rynki Finansowe, Ubezpieczenia, 2010, nr 36, s. 365-381, rys., tab., bibliogr. 45 poz.
Keyword
Marketing, Rentowność, Wartość przedsiębiorstwa
Marketing, Profitability, Enterprise value
Note
streszcz., summ..
Abstract
Niniejszy referat zawiera opis wpływu poszczególnych strategii marketingowych na rentowność inwestycji marketingowych. Pracę otwiera przegląd międzynarodowej i interdyscyplinanej literatury. W drugiej części autor skupia się na dwóch popularnych wskaźnikach - Stopy zwrotu z inwestycji marketingowej oraz Marży netto marketingu. Ostatnia część referatu to studium przypadku obrazujące wpływ poszczególnych strategii na rentowność inwestycji w marketing. (skrócony abstrakt oryginalny)

This paper focuses on presenting various marketing strategies' impact on the marketing profitability. The International and interdisciplinary discussion on the issue is referred in the beginning. Then two popular profitability indicators - Marketing Return On Investment and Net Marketing Contribution are described and discussed. The paper finishes with case studies on marketing strategies. (short original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Szczecin University Main Library
Bibliography
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ISSN
1640-6818
1733-2842
Language
pol
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