Postawy polskich eksporterów wobec marketingu w świetle wyników badania empirycznego
Attitudes of Polish Exporters towards Marketing in the Light of Empirical Studies
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A survey on a sample of Polish companies shows that the attitude among Polish exporters towards marketing is generally positive. Most exporters recognise that marketing is needed and it is good for consumers. However, there is also only narrow understanding among companies of marketing as a tool that can increase sales. The attitude towards marketing is better at a general level than it is towards more specific areas of evaluation. The marketing activities companies employ are indeed perceived as effective, but also as aggressive, intrusive, annoying and to invade consumers’ privacy. Exporters critically assess both the level of education of marketers, as well as the competence of persons engaged in marketing. Generally, the attitude of Polish exporters towards marketing does not differ significantly from the attitudes of companies operating mainly in the domestic market.
- Wizerunek marketingu w Polsce , red. R. Niestrój, Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, Kraków.
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