MARKETING ZINTEGROWANY W SIECIACH ORGANIZACYJNYCH
INTEGRATED MARKETING IN ORGANIZATIONAL NETWORKS
Author(s): Stanisław SkowronSubject(s): Economy, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: organisational networks; marketing; network effects; network relations;
Summary/Abstract: Properties of the organizational network which are giving the base for the wider look at its marketing function were described in the article. In contrast with the practice of marketing activities of the network there is a possibility of developing this function towards integrated marketing which would use two mutually complementing logics: one of the network effect and the other of the network relation.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2015
- Issue No: 39/2
- Page Range: 221-233
- Page Count: 13
- Language: Polish