MARKETING-FINANCIAL INTERFACE AS A SUBJECT OF RESEARCH INTEGRATING THE METHODS OF PORTFOLIO ANALYSIS (Interfejs marketingowo-finansowy jako przedmiot badan integrujacy metody analiz portfelowych)

• Authors: Golik-Gorecka Grazyna
• Languages of publication: PL

Abstracts

EN

This article presents the recapitulation of Australian marketing research on the perception of marketing-financial interface and the same interface in empirical case study research of Polish enterprises. The Australian firms use more methods than Polish firms because in Poland there are different barriers limiting the availability of this portfolio methods. Since interface still evolves - in interface of marketing and finances should not be used only financial criteria but also non-financial and different statistical methodology.

Keywords

EN

MARKETING RESEARCH; MARKETING-FINANCIAL INTERFACE; PORTFOLIO ANALYSIS

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Nauki o Zarządzaniu
• Year: 2011
• Issue: 6
• Pages: 92-103
• Document type: ARTICLE

Contributors

author

Golik-Gorecka Grazyna

• Grazyna Golik-Gorecka, Uniwersytet Lodzki, Katedra Marketingu, ul. Matejki 22/26, 90-237 Lodz, Poland.

Identifiers

CEJSH db identifier

11PLAAAA10828