KLUCZOWE PROCESY MARKETINGOWE I ICH ROLA W KANALE MARKETINGOWYM
KEY MARKETING PROCESSES AND THEIR ROLE IN MARKETING CHANNEL
Author(s): Stanisław SkowronSubject(s): Economy, Psychology, Behaviorism, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: value for customer; marketing system; client; marketing; producer;
Summary/Abstract: The paper is the voice in the discussion about the concept of marketing system as the market environment in which the customer value is being shaped. The assumptions of marketing system based on the triad: producer – customer – organizer of the market are presented on the basis of the criticism of the classic concept of marketing as well as the practice of aggressive behavioral marketing backed up with modern information technologies. In this environment some essential processes creating and agreeing on the value, affecting direction of innovative and business activity of the producer are taking place.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 257-265
- Page Count: 9
- Language: Polish