- Author
- Kaczmarczyk Stanisław
- Title
- Zakres zastosowań badań marketingowych
The Scope of the Marketing Research Application - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2000, nr 852, t. 2, s. 447-454, bibliogr. 8 poz.
- Keyword
- Badania marketingowe, Materiały konferencyjne, Zarządzanie marketingowe, Rola marketingu w przedsiębiorstwie, Efektywność marketingu
Marketing research, Conference materials, Marketing management, Role of marketing in the enterprise, Marketing efficiency - Note
- summ.
- Abstract
- Poruszono problem zakresu zastosowań metod jak i wyników badań marketingowych. Omówiono zastosowania badań marketingowych w marketingowym zarządzaniu przedsiębiorstwem, którego przedmiotem jest całe przedsiębiorstwo, w zarządzaniu marketingiem skupiającym się na działach (czynnościach) marketingowych, w podejmowaniu decyzji rynkowych oraz w ocenie efektywności i skuteczności marketingu.
The application of the marketing research includes both, method and results of the research. The results of the research are used mainly in the marketing management of the enterprise. The application of the data in the firm is much easier when marketing information system exists in a company. The results of the research are mainly used in the everyday decision taking, tactical and strategic planning, human resources management and in the enterprise`s efficiency indication. The results of the research are also used in the process of taking of many kind of decisions, including decisions related to the consumer behaviour, market segmentation and competition. The use of the method of the research has a place in the firm`s marketing activities (marketing management) including operational planning, creating of product, price, promotion and the distribution channels. (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 - Cited by
- ISSN
- 0324-8445
- Language
- pol
