Plan marketingowy małej firmy

• Autorzy: Izabela Kość

Warianty tytułu

Marketing Plan in Small Business

• Języki publikacji: PL

Abstrakty

Przedmiotem artykułu jest sposób sporządzenia planu marketingowego dla małej firmy: jego etapy, opis schematu, a także korzyści z jego sporządzenia.

EN

The present article deals with the problems pertaining to marketing and how it can be practically applied in a small business. Lately, attention has been focused on this issue as the importance of the proper planning and application of marketing in an enterprise has been recognized. A skilful implementation of marketing knowledge is highly valued in the case of small and medium-size enterprises. | Reliable and verified methods of the application of marketing instruments such as a marketing plan a day-to-day running of a business are still scarce. The author presented in the article how a marketing plan can be used in small and medium-size businesses and how to elaborate such a plan. Preliminary steps should be focused on the collection of data about the business and the market it operates in, and this should lead to the elaboration of the marketing plan itself. (original abstract)

Słowa kluczowe

PL

Marketing; Plan marketingowy; Strategia marketingowa; Małe i średnie przedsiębiorstwa

EN

Marketing; Marketing plan; Marketing strategy; Small business

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1994
• Numer: nr 444
• Strony: 31--42

Twórcy

autor

Izabela Kość

Bibliografia

• Hague P., Jackson P., Do Your Own Market Research, Kogan Pages, London 1990.
• McDonald M., Marketing Plans, Butterworth-Heineman Ltd., Oxford 1992.
• Waterworth D., Marketing for the Small Business, McMillan Publishing, London 1989.