Strategie stosowane w marketingu dóbr przemysłowych

• Authors: Golik-Górecka, Grażyna

Title variants

PL

ndustrial Marketing Strategies

Abstracts

EN

The paper tries to define the difference between a marketing strategy and a tactic in industrial marketing. The tactics are part of a coherent strategy. The problems are connected with (methods of grouping or classifying strategies, generally) three approaches to classifying strategies in thery and into practice. The first way: matrix of Ansoff, second way to classify strategies is based on the distinction between primary and selective demand and third one sets Porter’s three generic strategies. The paper presents the results of the research among Polish building construction machinery equipment enterprises. The author presents four analysis of the conjunction between projects of strategy versus implementation of strategy.

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Acta Universitatis Lodziensis. Folia Oeconomica
• Year: 2003
• Volume: 168

Dates

published

2003

Contributors

author

Golik-Górecka, Grażyna

other

Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu

Identifiers

URI

http://hdl.handle.net/11089/7110