Postrzeganie marketingu w Polsce

• Authors: Roman Niestrój , Krzysztof Kapera , Mariusz Kuziak

Title variants

EN

The Perceptions of Marketing in Poland

• Languages of publication: PL

Abstracts

EN

The paper presents the selected results of research conducted by the Marketing Department of the Cracow University of Economics, which set out to understand the attitudes of both Polish companies and society towards marketing. The research on the perception of marketing was carried out mainly on the basis of 10 different statements representing both the most common and scientific views on marketing. This research confirms that the image of marketing is both complex and diversified within the surveyed population. The results constitute the basis for identifying distinct segments in each of the investigated groups. The conclusions are based on the results of two national surveys conducted in Poland in 2008 on (1) a sample of 1,128 companies operating on the Polish market and (2) a representative sample of 1,021 Poles aged 18 to 75.

Keywords

EN

IMAGE OF MARKETING; ATTITUDES TOWARDS MARKETING; EMPIRICAL RESEARCH

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie
• Journal: Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
• Year: 2012
• Issue: 885
• Pages: 27-43

Contributors

author

Roman Niestrój

• Uniwersytet Ekonomiczny w Krakowie, Katedra Marketingu, ul. Rakowicka 27, 31-510 Kraków, Poland

author

Krzysztof Kapera

• Uniwersytet Ekonomiczny w Krakowie, Katedra Marketingu, ul. Rakowicka 27, 31-510 Kraków, Poland

author

Mariusz Kuziak

• Uniwersytet Ekonomiczny w Krakowie, Katedra Marketingu, ul. Rakowicka 27, 31-510 Kraków, Poland

References

• Wizerunek marketingu w Polsce [2009], red. R. Niestrój, Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, Kraków.