Interfejs marketingowo-finansowy jako przedmiot badan integrujacy metody analiz portfelowych
MARKETING-FINANCIAL INTERFACE AS A SUBJECT OF RESEARCH INTEGRATING THE METHODS OF PORTFOLIO ANALYSIS

Summary/Abstract: This article presents the recapitulation of Australian marketing research on the perception of marketing-financial interface and the same interface in empirical case study research of Polish enterprises. The Australian firms use more methods than Polish firms be¬cause in Poland there are different barriers limiting the availability of this portfolio methods. Since interface still evolves – in interface of marketing and finances should not be used only financial criteria but also non-financial and different statistical methodology.

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