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2018 | 362 | 318-329

Article title

Zarządzanie marką w aspekcie rozwoju koncepcji dynamicznych zdolności marketingowych

Authors

Content

Title variants

EN
Brand management in the aspect of developing the concept of dynamic marketing capabilities

Languages of publication

PL

Abstracts

PL
Artykuł prezentuje wybrane aspekty zarządzania marką, wpisujące się w koncepcję dynamicznych zdolności marketingowych przedsiębiorstwa. Omówiono zagadnienia związane z teorią dynamicznych zdolności organizacji jako płaszczyzny rozwoju dla koncepcji dynamicznych zdolności marketingowych. Wskazano na kluczowe rutyny z perspektywy zarządzania marką, które są egzemplifikacją dynamicznych zdolności marketingowych. W aspekcie zmieniających się uwarunkowań rynkowych zwrócono uwagę na kierunki rozwoju procesu zarządzania marką umożliwiające zdobycie przewagi konkurencyjnej przedsiębiorstwa.
EN
The article presents selected aspects of brand management that fit into the concept of dynamic marketing capabilities of the company. Issues related to the theory of dynamic organizational capabilities as a development platform for the concept of dynamic marketing capabilities are discussed. The key routines from the perspective of brand management have been pointed out, which are an exemplification of dynamic marketing capabilities. In the aspect of changing market conditions, the directions of development of the brand management process enabling the acquisition of a competitive advantage of the company were indicated.

Year

Volume

362

Pages

318-329

Physical description

Contributors

  • Uniwersytet Ekonomiczny w Katowicach. Wydział Informatyki i Komunikacji. Katedra Zarządzania Relacjami Organizacji

References

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Document Type

Publication order reference

Identifiers

ISSN
2083-8611

YADDA identifier

bwmeta1.element.cejsh-b306c340-45ae-4149-89c7-222f85f7939a
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