Działalność promocyjna Coca-Coli w Polsce u progu XXI w.

• Autorzy: Waldemar Gil

Warianty tytułu

Promotial Activity of Coca-Cola in Poland at the Begining of XXI Century

• Języki publikacji: PL

Abstrakty

Omówiono strategię promocyjną koncernu Coca-Cola. Zamieszczono zestawienia akcji promocyjnych o charakterze ogólnokrajowym w 1996 i 1997 roku.

EN

Present economic practice makes firms intensify all activities enabling their survival on competitive markets of production, services and trade. World geopolitical transformations of the 90-ties extorted also this kind of increased activity of the greatest world example of precisely used possibilities of initiating economic activities on forming areas of commercial activity, and then maintenance of already gained market position. The promotion strategy the syndicate was worked out within over a hundred years of experience. A skilful transfer of the strategy on the Polish market at the turn of centuries enables to observe an efficient communication between a firm and market in the era of globalization. The promotional activity of the Coca-Cola Corporation in Poland is an evidence of professionally implemented economic growth. (original abstract)

Słowa kluczowe

PL

Promocja; Strategia promocji; Kampanie reklamowe

EN

Promotion; Promotion strategy; Advertising campaign

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing
• Rocznik: 2002
• Tom: 19
• Numer: nr 926 Problemy teorii i praktyki marketingu
• Strony: 111--119

Twórcy

autor

Waldemar Gil

Bibliografia

• Altkorn J. (red.): Podstawy marketingu. Kraków: Wyd. oo. Franciszkanów 1996.
• Białecki K.: Marketing producenta i eksportera. Warszawa: Poltext 1992.
• Nielsen Marketing Research. Coca-Cola Advertising Recall Study. Nielsen Marketing Research Sp. z o.o. Polska 1994.
• The Coca-Cola Company. Taking it to the Market. Atlanta 1993.