Rola badań marketingowych w programie całościowej identyfikacji

• Authors: Nikodemska-Wołowik, Anna Maria

Title variants

PL

The Role of Marketing Research in the Program of Complex Identyfication

Abstracts

EN

The role of marketing research is substantial in all areas of contemporary business. Since the 80ties it has become an indispensable tool in creating corporate identity of an organization. But CI refers not only to culture, image or communication of a company, but it is widely used in sport, cultural and charity events as well. The CI programme consists of seven stages: audit, strategy, creation, organization, communication, launching and production. The first - audit - is the most important one from a researcher's and a designer's perspective. In this key-point phase the marketing research must give an answer, whether initiate the process or not and decide, which precise directions the CI consultants should follow.

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Acta Universitatis Lodziensis. Folia Oeconomica
• Year: 2004
• Volume: 179 cz. 1

Dates

published

2004

Contributors

author

Nikodemska-Wołowik, Anna Maria

other

Uniwersytet Gdański, Zakład Marketingu, Instytut Handlu Zagranicznego

Identifiers

URI

http://hdl.handle.net/11089/7273