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Ekonomia z wartościami w tle

100%
Strzyżewska M.
Gospodarka Narodowa. The Polish Journal of Economics
|
2008
|
vol. 223
|
issue 4
107
2
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Organizacyjne uwarunkowania marketingu w polskich przedsiębiorstwach

100%
Strzyżewska M.
Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie
|
1999
|
issue 2
237-264
PL
Artykuł porusza kwestie związane z komórkami marketingowymi. Pojęcie komórki marketingowej oznacza jednostkę organizacyjną firmy zajmującą się funkcjami z zakresu marketingu. Autorka omawia związek między istnieniem i charakterystyką komórki marketingowej a orientacją marketingową firmy. Nakreśla genezę komórki marketingowej i jej występowanie w firmach. Charakteryzuje cechy komórki marketingowej takie jak: zatrudnienie, jej ranga w strukturze organizacyjnej firmy i zadania.
EN
The paper elaborates a very important problem connected with organisational environment of marketing in Polish companies. The fact of marketing divisions establishment connected with the implementation process of marketing orientation is underlined. The author notes a positive influence of marketing divisions on changes taking place in the firm, namely increase in the scope of market information gathering, their better circulation within the company and their use to shape the firm's behaviour on the market. The paper touches upon as well the problems of the lack of marketing divisions creation, which are caused among others by the lack of competencies in the field of marketing, the lack of financial resources, staff reluctance of the psychological nature. Tasks assigned to marketing divisions reveal a limited understanding of the subject resulting from the concentration of tasks on the advertisement and marketing research. Concluding, we should objectively state that there is a serious problem connected with integration of marketing functions and realisation of the general marketing strategy in the firm.
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