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1 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

1 2012

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Postrzeganie marketingu w Polsce

100%

Niestrój R. , Kapera K. , Kuziak M.

nr 885

27-43

The paper presents the selected results of research conducted by the Marketing Department of the Cracow University of Economics, which set out to understand the attitudes of both Polish companies and society towards marketing. The research on the perception of marketing was carried out mainly on the basis of 10 different statements representing both the most common and scientific views on marketing. This research confirms that the image of marketing is both complex and diversified within the surveyed population. The results constitute the basis for identifying distinct segments in each of the investigated groups. The conclusions are based on the results of two national surveys conducted in Poland in 2008 on (1) a sample of 1,128 companies operating on the Polish market and (2) a representative sample of 1,021 Poles aged 18 to 75.