VARIABILITY OF TASKS AND THE SUBJECT OF MARKETING CONTROL IN THE CONTEXT OF ITS FUNCTIONING ASSESSMENT (Zmiennosc zadan i przedmiotu kontroli marketingowej w kontekscie oceny jej funkcjonowania)

• Authors: Kowal Witold
• Languages of publication: PL

Abstracts

EN

The aim of this publication is to present the results of observations which focused on the effectiveness in marketing control. The results have demonstrated that the strategic effectiveness is the most important task of the marketing control, and the operational effectiveness is the least important. The main role in the effectiveness control is played by sales, market share, customer satisfaction and customer loyalty. The results have demonstrated that the task and subjects of the marketing control are the same, even if its functioning is assessed worse.

Keywords

EN

MARKETING CONTROL; OPERATIONAL EFFECTIVENESS; STRATEGIC EFFECTIVENESS

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Nauki o Zarządzaniu
• Year: 2011
• Issue: 6
• Pages: 146-157
• Document type: ARTICLE

Contributors

author

Kowal Witold

• Witold Kowal, Uniwersytet Ekonomiczny we Wroclawiu, Katedra Zarzadzania Marketingowego, ul. Komandorska 118/120, 53-345 Wroclaw, Poland

Identifiers

CEJSH db identifier

11PLAAAA108212