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  1. 1 Malinowska M.

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Marketing Communications' Effectiveness in Poland - Lessons from the Business in Information Society

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Malinowska M.
Studia Ekonomiczne
|
2013
|
vol. 150
133-143
EN
The aim of the article is to present dilemmas related to marketing communications' effectiveness from practical aspect. In the article the field research results on marketing communications conducted in enterprises in Poland are presented (both qualitative and quantitative). The aim of the article is to present how business perceive marketing communications' effectiveness and efficiency and how they evaluate marketing communications.
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