- Author
- Janiszewska Magdalena
- Title
- Marketing usług
Marketing of Service - Source
- Zeszyty Naukowe Uniwersytetu Szczecińskiego. Prace Instytutu Ekonomiki i Organizacji Przedsiębiorstw, 1997, nr 35, s. 199-208
- Keyword
- Marketing usług, Marketing, Marketing-mix
Service marketing, Marketing, Marketing-mix - Note
- summ.
- Abstract
- Przedstawiono specyfikę i zakres marketingu usług. Opisano podstawowe cechy usług, które mają znaczenie w marketingowej strategii firm usługowych. Zaprezentowano też pięcioelementową kompozycję marketingu-mix.
The article presents issues concerning, marketing of services, its character, and the influence the specific features of services have on the elements of marketing strategy. The character of services especially their non-material aspect impose restrictions in use of all the marketing techniques, that is concerning product, price, place and promotion. Moreover the important place that staff ocupies in performing services requires its special treatment in marketing strategy of the enterprice as a separate element and the use of particular approach, reffered to as internal marketing.(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 - Cited by
- ISSN
- 1640-6818
1232-5821 - Language
- pol
