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1 2002

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Polityka produktowo-promocyjna polskich przedsiębiorstw produkcyjnych

Baruk A.

Zarządzanie Przedsiębiorstwem

2002

Vol. 5, nr 2

11-18

In this paper the authoress presented general problems of implementing marketing presumptions with process point of view. To verify ways of details activities undertaken in practice by firms she conducted empirical researches in the eight biggest Lublin enterprises belonging to the food industry In the next part of this article results of mentioned researches were shown. They pointed that analyzed firms made very many mistakes in their marketing activities from which the lack of complete and permanent product and promotion process had the great role. In the last part the authoress gave some suggestion how these organizations could improve their marketing activities, underlined the meaning of integrated marketing communication and its elements creating the idea of update marketing-mix: segmentation, targeting and positioning.