Zmienność kontroli skuteczności marketingowej w świetle wyników badań przedsiębiorstw
Variability of marketing effectiveness control in respect of the results of companies research

Summary/Abstract: The article aims to explore the problem of changeability of marketing control in the context of changeability of marketing itself. The results have demonstrated that strategic effectiveness is the most important task of the marketing control, whereas the role of the operational effectiveness turns out to be insignificant. The main role in the effectiveness control is played by: sales, market share, customer satisfaction and customer loyalty.

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