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System wspomagania decyzji marketingowych w zarządzaniu przedsiębiorstwem

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Kałążna-Drewińska U., Akademia Ekonomiczna we Wrocławiu K. S. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
Managing modern business is very complicated. It is a process of constant decision making where decisions are based on variety of information. In order to render accurate decision making possible Marketing Decision Support Systems as well as Decision Expert Systems (amongst others) are utilized in business. They serve decedents in management of marketing activities. In the article are discussed: the structure of these systems, areas of their application as well as directions of their development.
2
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Marketing terytorialny w strategiach rozwoju województw

100%
Marak J., Akademia Ekonomiczna we Wrocławiu K. S. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
The paper shows the nature of regional marketing against the background of He territorial and municipal marketing. In the conditions of the administrative system functioning in Poland the regional marketing is defined as intentional and systematic activity of He provincial government in co-operation with commune and poviat councils. Through processes of exchange and influence it aims at the recognition, shaping and fulfilling the needs of provincial community. The further part of the paper contains the results of an analyses of the development of Polish provinces from the viewpoint of their using regional marketing instruments. The research has revealed significant differentiation between the level of using marketing tools in the development strategies worked out by regional governments.
3
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Współczesne aspekty funkcjonowania kontroli marketingowej

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Kowal W., Akademia Ekonomiczna we Wrocławiu K. S. M.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2004
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vol. 179 cz. 1
EN
The present marketing control theory doesn't suit the new management concepts. The most important fields that will influence the future change of marketing control theory are: new marketing concepts, new ideas of corporate objectives, integrating approaches in management and the "feed forward" in control concepts. Differentiations of marketing concepts and corporate objectives create a problem of measurement for marketing control. On the other hand the integrating approaches in management and the "feed forward" in control concepts bring a problem of correlation of marketing control fields.
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