Współpraca działów B+R i marketingu w procesie zarządzania produktem dojrzałym

• Autorzy: Piotr Ratajczyk

Warianty tytułu

Cooperation Between R&D and Marketing Departments in the Process of Mature Product Management

• Języki publikacji: PL

Abstrakty

W artykule przedstawiono definicję cyklu życia produktu oraz elementy wpływające na tempo dojrzewania produktów i rynków. Szczegółowo opisano obszary i zakresy współpracy działu marketingu oraz badań i rozwoju w kwestii zarządzania produktem. Szczególną uwagę poświęcono fazie dojrzałości produktu.

EN

Cooperation in the field of product management calls for an integrated and interdisciplinary approach, where one of the most significant elements is cooperation between marketing and R&D departments. This becomes of particular importance in the phase of product maturity when marketing efforts and expenditures are a big challenge for an enterprise. At that time support in the process of modification and differentiation of a product from the departments which are responsible for research and product development is vital. The aim of the article is to present significance and challenges posed before an enterprise by the phase of product maturity against the background of the product life cycle theory. Another important element of the considerations is an effort to indicate the range, areas and possible methods of cooperation between R&D and marketing departments in the field of mature product management. (original abstract)

Słowa kluczowe

PL

Marketing; Sfera B+R w przedsiębiorstwie; Marketing produktu; Cykl życia produktu; Zarządzanie produktem

EN

Marketing; R&D in the enterprise; Product marketing; Product life cycle; Product management

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Poznaniu
• Rocznik: 2007
• Numer: nr 87
• Strony: 25--36

Twórcy

autor

Piotr Ratajczyk

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