Wyniki wyszukiwania - BazTech

1

Development or decline of marketing - systematic considerations

Sobotkiewicz Dariusz

Management

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2020

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Vol. 24, no. 1

176--192

EN

The article is an attempt to answer the question: Is the influence of marketing in the organization increasing or decreasing? In the search for answers to this question, changes that took place in marketing over the past twenty years haves been analyzed. Particular attention and a lot of space was devoted to the evolution of the marketing function and marketing management concept in the practice of business entities. The considerations undertaken in the study allowed, on the one hand, indicatine the weakening of the importance of the marketing function in favour of the marketing concept of management, and on the other hand determinine their contemporary role in business practice.

PL

Artykuł stanowi próbę odpowiedzi na pytanie: Czy wpływ marketingu w organizacji wzrasta czy maleje? W poszukiwaniu odpowiedzi na niniejsze pytanie przeanalizowano postrzeganie marketingu w literaturze przedmiotu na przestrzeni ostatnich dwudziestu lat. Szczególną uwagę i dużo miejsca poświęcono ewolucji funkcji marketingowej i marketingowej koncepcji zarządzania w praktyce funkcjonowania podmiotów gospodarczych. Rozważania podjęte w opracowaniu pozwoliły z jednej strony wskazać na osłabianie znaczenia funkcji marketingowej na rzecz marketingowej koncepcji zarządzania, z drugiej natomiast na wyznaczenie współczesnej roli, znaczenia i dalszych kierunków rozwoju marketingu w praktyce biznesowej.

2

Selected function of packaging and their impact on product perception and consumers’ decisions

Stoma M., Kapusta M.

Logistyka

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2014

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nr 6

EN

Packaging is one of the key elements of logistic and marketing strategy of a modern company. Many a time, it is used as an instrument of influencing product perception, and in consequence consumers’ decisions. The study presents the essence and function of packaging, with particular focus on logistic and marketing function. In addition, the results of the survey are presented, the purpose of which is presentation of the impact of packaging and its respective elements, such as: shape, form, ergonomics, colour or graphic form, on consumers’ decision.

PL

Opakowanie stanowi jeden z kluczowych elementów logistycznej i marketingowej strategii współczesnego przedsiębiorstwa. Niejednokrotnie stosowane jest ono jako narzędzie wpływu na postrzeganie produktu, a w konsekwencji na decyzje konsumenckie. W pracy przedstawiono istotę i funkcje opakowań, ze szczególnym uwzględnieniem funkcji logistycznej i marketingowej. Zaprezentowano ponadto wyniki badań, których celem było ukazanie wpływu opakowania i jego poszczególnych elementów, takich jak: kształt, forma, ergonomia, kolorystyka, czy grafika, na wybory konsumenckie.

3

Marketing function and logistics revisited: Revised Dual Sub-functional Model approach

Tek O. B.

Logistics and Transport

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2013

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Vol. 18, No. 2

51--66

EN

This paper attempts to point out the continued confusion in some literature with respect to the concepts of marketing and logistics, and their relatedness. These are usually, and maybe inadvertently, treated as separate and independent functions. This frame of reference can often lead to costly mistakes. Authors frequently describe them as if they are two different functions: that of marketing, and that of logistics. Actually, logistics is a sub-mix of marketing. The fact that logistics is a part of marketing is usually ignored. This kind of approach is still prevalent in most writing. Yet we must talk about two sub-mixes of marketing, one of which is logistics, or servicing demand, and the other, which is obtaining demand. Therefore, the connection and interdependence of marketing and logistics terminology must be put into their proper place for correct and complete analysis. For this purpose, a Dual Sub-function Model is presented to tie together logistics and the remaining part of marketing. This model may serve as a guide for more accurate analyses, or at least as a reminder for consideration by novices.

4

Relationship between culture and the level of internal integration of logistics and marketing functions - an explorative analysis

Orthaber S., Topolšek D.

Research in Logistics & Production

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2012

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Vol. 2, No. 2

135-146

EN

Cultural characteristics and different managerial aspects that may influence the degree of internal integration through facilitating and hindering factors play an important role in exploring internal integration of different functions. The following paper examines the relationship between cultural characteristics of logistics managers of different nationalities and inter-functional integration of company’s logistics and marketing functions. More specifically, it aims to investigate whether and to what extent cultural traits and nationalities of logistics managers may influence the level of integration of logistics and marketing functions. For this purpose, the level of internal integration and the role of national cultures will be examined. Using quantitative research methods, the relationship between culture and the level of internal integration between logistics and marketing functions will be examined. A small data sample for the research was collected from Slovenian parent retail companies and their foreign subsidiaries. The findings suggest that there is a connection between the level of integration and cultural characteristics of employees from logistics function.

5

Understanding the importance of internal integration and its implications for intercultural business communication

Topolšek D., Orthaber S.

Research in Logistics & Production

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2011

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Vol. 1, No. 3

187-201

EN

The extent to which relationships in organizations are co-operative depends on the level of internal integration between functional and departmental groups. These relationships become even more critical in international businesses as well as in geographically dislocated subsidiaries. Cultural characteristics and different factors which managr, facilitatr and/or hinder internal integration present the basis for studying internal integration of different functions. Therefore, the following paper discusses various theories of internal integration and its role in organizations. More specifically, it focuses on logistics and marketing functions and explores studies that have investigated and examined the levels of internal integration of logistics and marketing functions. With the objective to identify potential implications, high/low levels of internal integration may have on intercultural communication which occurs in international business practices, the most prominent cultural frameworks are presented to identify implications different levels of internal integration may have for intercultural communication, in particular between Slovenian companies and their foreign subsidiaries.

6

Dylematy lokalizacyjne funkcji marketingowej w strukturze przedsiębiorstw; aspekt teoretyczny i praktyczny oraz próba diagnozy

Sobotkiewicz D.

Ekonomia i Zarządzanie

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2010

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Vol. 2, no. 1

115-127

EN

In the article an attempt was made to identify possible variants of marketing function’s location in the structure of administrative and multiadministrative enterprises. The focus was on practical structural solutions in marketing zone and also there were identified typical barriers which make the development of marketing function impossible.