Badania marketingowe w procesie komercjalizacji produktu
Marketing research in the processof product commercialization

Summary/Abstract: The article presents the role and place of marketing research in product commercialization with special regard to fast moving consumer goods (FMCG). Basic research techniques used in subsequent phases of the commercialization process have been delineated, together with the scope of their application by companies. The significance of adopting proper criteria for the evaluation of the obtained research results and their adequate interpretation has been underlined.

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