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Marketing a selling. Etyka a efektywność

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Chrzan E.

Studia Ekonomiczne

2014

vol. 180 cz 2

67-77

Marketing and selling are often confused. Marketing is concerned with ensuring that company provides what customers want to buy, whilst selling is concerned with ensuring that customers buy what the company provides. Despite the emphasis on marketing and the marketing approach, marketing is still rhetoric rather than reality in far too many businesses. It shows and proves consumerism. When managers speak of marketing, they usually mean the organized performance of selling functions. This is still selling. The practice adopted by the studied banks reflects a sales-oriented business philosophy rather than a marketing-oriented. Practiced by the banks, it is the attitude of instilling a sales- oriented approach particularly among customer-contact personnel. This practice simply suggests a lack of marketing approach in the studied banks. While marketing is inherently moral, the desire to achieve good sales results leads to actions often unethical.

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1 Studia Ekonomiczne

1 Chrzan E.

1 2014

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Marketing a selling. Etyka a efektywność