MARKETINGOWE ZARZĄDZANIE PRZEDSIĘBIORSTWEM JAKO PROCES DOSKONALENIA BIZNESU
COMPANY MARKETING MANAGEMENT AS A PROCESS OF BUSINESS IMPROVING

Summary/Abstract: Company marketing management belongs to the well-known and commonly applied overall concepts of company management all over the world as management by objectives, TQM, reengineering and etc. Marketing management is rooted in a well-conducted work of the lower level managers which means a management of marketing activities. Unique attributes of marketing activities constitute a closed cycle, and naturally facilitate an internal and external coordination of all company activities. By applying marketing activities the chief management secures the product quality to be continuously determined by the needs of customers over the whole product life cycle (incl. innovation cycle). In addition the marketing activities enhance a constant improvement of the company.

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