PARADYGMAT MARKETINGU ANALITYCZNEGO I JEGO GŁÓWNE WSKAŹNIKI DLA MARKETERA
ANALYTICAL MARKETING PARADIGM AND ITS MAIN INDICATORS FOR MARKETERS

Summary/Abstract: The objective of the paper is raising attention to the new paradigm of analytical marketing. Analytical marketing allows the realization of research in the framework of the functionalist paradigm (quantitative methods), with applying methods functioning in the framework of the humanistic paradigm (quality methods). Applying both attempts it is possible to get the more probable cognitive synergy. Moreover, analytical marketing is an undoubted chance for creating interactive managerial dashboards as well as analytical. Analysis of literature allowed assigning indicators of classical and internet marketing – proposed by M. Jeffery to the four paths of dashboard.

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