BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Kłeczek Ryszard
Title
Analiza marketingowego planu taktycznego z uwzględnieniem jego miejsca w ogólnej procedurze marketingowego planowania strategicznego
Analysis of Tactical Marketing Plan in General Process of Strategic Marketing Planning
Source
Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing (4), 1996, nr 738, s. 149-157
Issue title
Problemy teorii i praktyki marketingu
Keyword
Planowanie marketingowe, Strategia marketingowa, Analiza SWOT
Marketing planning, Marketing strategy, SWOT analysis
Note
summ.
Abstract
Przedstawiono sposoby użycia arkusza planu taktycznego, jako narzędzia pracy menedżerów marketingowych, do analizy marketingowego planu taktycznego w przedsiębiorstwie.

The article describes the application of tactical marketing plan worksheet - one of the instruments of marketing managers' work - in the analysis of tactical marketing plan in the enterprise. Usage of the tactical marketing plan worksheet in tactical marketing plan analysis consists of two main parts: 1) analysis of the relationships between goals set for particular marketing functions and the ways of reaching these goals and 2) analysis of the relationship between goals of particular marketing functions and marketing situation analysis.(original abstract)
Accessibility
The Main Library of the Cracow University 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
Bibliography
Show
  1. Buell V.P.: Marketing Management. A Strategic Approach. New York 1984, s. 257.
Cited by
Show
ISSN
0324-8445
1426-8604
Language
pol
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu