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INTERPRETATIONS OF RELATIONSHIP MARKETING

100%

Kaminski J.

Optimum. Studia Ekonomiczne

2009

nr 3(45)

179-193

In the article the concept of the relationship marketing has been explained which in the last several years has become an increasingly popular marketing term. Moreover, there has been discussed how the relationship marketing was created and sources of the relationship marketing connected with the industrial marketing and services marketing. It has been indicated that the relationship marketing is very often wrongly connected with the marketing ideas that were established on the basis of the traditional 'transaction' marketing. Furthermore, the economic theories that the relationship marketing refers to have been discussed such as: transaction costs economics, as well as the terms connected with understanding the concept of value. Finally, it has been indicated that although the relationship marketing is very popular, many issues connected with this term still remain unsolved.

THE ROLE OF TRANSACTION COST ECONOMICS IN THE GROWING PLURALITY OF MODERN ECONOMICS (Rozwój ekonomii kosztów tranzakcyjnych a wzrost róznorodnosci wspólczesnej ekonomii)

100%

Hardt L.

Ekonomista

2010

nr 1

9-34

The article describes the process of the growing plurality of modern economics. It is argued that one of the main stimuli of that change was the growing popularity of transaction cost economics which eased the entry into mainstream economics of what previously had been present only in heterodox economics. After providing a definition of theoretical plurality it is shown that the number of elements in both economic explanans and explanandum has substantially increased. What follows is an inquiry into the ways in which the idea of transaction costs entered mainstream economics. Subsequently, it is claimed that transaction cost economics as put forward by Oliver Williamson served as a theoretical bridge between mainstream economics and heterodoxy. Finally, some methodological insights on the possible interplay between plurality and pluralism in economics are offered.

THE DETERMINANTS OF LOGISTICS OUTSOURCING DECISION. AN EMPIRICAL STUDY

88%

Masson-Franzil Y.

Olsztyn Economic Journal

2008

tom 3

nr 2

318-338

Carried out within the French Dairy Industry, this qualitative and quantitative research allowed describing the practices of logistic externalisation in a very little investigated field. The results, treated 'activity by activity' showed that contrary to what is often stated, the logistic components of management are rarely outsourced. The article attempts to apprehend the major reasons for this policy. On the other hand, the outsourcing of transport is standardized and the reasons which influence this choice are not only economic. The interest not to treat outsourcing of activities uniformly is thus shown. Theoretical and praxeologic contributions make it possible to show avoidance and risk reduction strategies the benefit of both outsourcer and TPL.