Globalizacja a orientacja marketingowa przedsiębiorstw

• Authors: Aneta Oniszczuk-Jastrząbek

Title variants

EN

GLOBALIZATION AND THE MARKETING ORIENTATION OF COMPANIES

• Languages of publication: PL

Abstracts

EN

The functioning of the enterprise in a constantly changing environment means that companies should make the necessary transformation, meet challenges, and thus anticipate and shape the reality. Each company should be the instigator of continuous change, particularly innovative projects which success depends largely on the mobilization of all employees for creative thinking, action and learning. Today, a company is considered as innovative and competitive, when it possesses the ability to use marketing in order to understand the market and results of scientific research, new concepts, ideas and inventions which are expected by consumers due to the high level of modernity.

Keywords

EN

globalization; marketing orientation; company

• Publisher: Uniwersytet Gdański. Wydział Ekonomiczny
• Journal: Współczesna Gospodarka
• Year: 2011
• Volume: 2
• Issue: 2
• Pages: 21-29

Contributors

author

Aneta Oniszczuk-Jastrząbek

• Uniwersytet Gdański, Wydział Ekonomiczny, Instytut Transportu i Handlu Morskiego, ul. Armii Krajowej 119/121, 81-824 Sopot, Poland