MARKETING CONCEPT, MARKETING ORIENTATION OR MARKET ORIENTATION? ABOUT THESE AND OTHER MISUNDERSTANDINGS AROUND KEY MARKETING TERMS (Polish title - below)
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(Title in Polish -'Marketingowa koncepcja, marketingowa orientacja czy rynkowa orientacja? O tych i innych nieporozumieniach wokól kluczowych terminów marketingowych'). Considerable diversity of interpretation of fundamental marketing terms (such as marketing, marketing concept, marketing management, marketing and market orientation), which nowadays can be found in the marketing literature and in practice, shows that in the area of their definition the marketing theorists and investigators have yet much to do. A lack of precise, clear settlements in this area increases misunderstandings, and impedes the realization of research conducted by different investigators and makes it difficult to compare the results obtained by them. The proposal of defining mentioned terms which is offered in this article is the attempt of synthesis and systematization of different available interpretations in the marketing literature.
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