Uwarunkowania i zakres całościowej oceny efektów komunikacji marketingowej – wybrane aspekty
Conditions and scope of the overall marketing communication effects assessment – selected aspects

Summary/Abstract: In the paper attention is paid to the fact that communication in the business sphere is subject to rationalization and optimization. There is showed a necessity of overall evaluation of marketing communication effects. The paper presents the results of survey conducted in companies from the area of Podkarpackie province. The results show the level of interest in testing the effectiveness of companies marketing activities.

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