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4 Acta Universitatis Lodziensis. Folia Oeconomica

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Znaczenie reklamy dla zdolności konkurencyjnej polskich przedsiębiorstw

100%

Kozielski R. , Łódzki U.

2000

tom 150

Celem pracy jest znalezienie odpowiedzi na pytania: Jaki jest stopień realizacji funkcji reklamy w przedsiębiorstwach polskich jako czynnika wyznaczającego zdolność konkurencyjną firmy? Co determinuje zakres realizowanych funkcji reklamy?

Rola audytu marketingowego w warunkach Nowej Ekonomii

100%

Kozielski R. , Uniwersytet Łódzki K. M.

2004

tom 179 cz. 1

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.

Kierunki zmian w strukturze wykorzystania środków przekazu reklamowego

100%

Kozielski R. , Uniwersytet Łódzki W. Z.

2003

tom 168

The article presents the scope of using of the different advertising media. The discipline of marketing is going through significant changes - this is the starting point of consideration. Such changes have been noticed in the promotional activities, as well. The new concept of the integrated marketing communication is the manifestation of these changes. Author, based on his research, evaluates and discusses the consequences of the specific structure of using advertising media in Poland. Finally, the paper indicates the main directions of changcs that should occur on Polish advertising media market.

Akademickie i pozaakademickie formy edukacji w marketingu

63%

Chapman D. , Kozielski R. , Robert Kozielski - Uniwersytet Łódzki K. M. , David Chapman był w latach 1998-2002 przewodniczącym The Charteted Institute of Marketing w Londynie. Stał się pierwszą osobą w historii k. p. p. t. C. M. J. h. o. L.

2004

tom 179 cz. 2

This article is a missionary tract arguing for marketing education as a fundamental requirement for a successful marketing career. Marketing can be defined as a process for understanding markets, for quantifying present and forecasting future value required by different customer groups, ensuring the sourcing of identified demand, ensuring effective communication between market constituents and for measuring the effectiveness of the value delivered. This is not just common sense, it is requires a complex mix of skills, knowledge and philosophical understanding to ensure that marketing is effectively introduced and implemented. Poland is at a watershed. In the next few years the ability to gain and keep customers will be vital in ensuring the long term prosperity of the country. All the research shows that successful companies, successful countries have a foundation of good marketing, and good marketing has at its core good marketing education on the academic and non-academic level.