Wykorzystanie badań marketingowych w zarządzaniu siecią handlową – dylemat menedżera
Use of marketing research in trade network management - manager dilemma

Summary/Abstract: The dynamic development of competition in the retail market makes it necessary for managers to take a wide variety of daily decisions based on current information about consumer behavior. The choice of method of collecting information from primary sources and the choice of “location” feature of research is one of the most important decisions a manager has to make in the process of marketing management of trade network.

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