„Wojna marketingu z zarządzaniem” czy integracja funkcji? Refleksja o relacjach intradyscyplinarnych na kanwie książki A. Ries, L. Ries, War in the Boardroom
“War between marketing and management” or an integration of function? A reflection on the interdisciplinary relations on the basis of A. Ries and L. Ries’s book War in the Boardroom

Summary/Abstract: The aim of the paper is to reflect upon a problem raised by A. Ries and L. Ries as a “war in the boardroom”. The first part of the article synthetically presents the concept of the book; which has been published in Polish language under the title “Wojna marketingu z zarządzaniem” (“War between marketing and management”). It analyzes 25 areas of “war” between marketing and management; grouped into three problem parts: an approach to business by marketing and management; a brand architecture; and brand outer relations and communication strategies. The second part consists of polemical arguments towards the idea of a “war between marketing and management”. They are based on an integration aspect of the function of management; both in the practical dimension − as a management system of a company; and in the academic dimension − the proper relations between disciplines which form the science of management.

• Details
• Contents