Rola audytu marketingowego w warunkach Nowej Ekonomii

• Authors: Kozielski, Robert

Title variants

PL

Marketing Audit and Its Role in the New Economy

Abstracts

EN

Marketing's fundamental problem today is low productivity and lack of measuring. Responding to competitive pressure, changes in business environment, technological challenges and other business drivers theory and practice of marketing created valuable diagnostic device - marketing audit. In theory it should be the starting point for any considered course of managerial action in marketing. In practice there is often confusion about how to translate the principles of marketing auditing into tangible outcomes. This article explains the role of marketing audit in contemporary business management.

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

Dates

published

2004

Contributors

author

Kozielski, Robert

other

Uniwersytet Łódzki, Katedra Marketingu

Identifiers

URI

http://hdl.handle.net/11089/7283