Alternatywne nurty współczesnego marketingu

• Autorzy: Łukasz Sułkowski , Robert Seliga

Warianty tytułu

Alternative Strands of Modern Marketing

• Języki publikacji: PL

Abstrakty

Alternatywne nurty współczesnego marketingu związane są zarówno z krytyczną refleksją nad rozwojem marketingu, jak i poszukiwaniem nowych inspiracji poznawczych i praktycznych. Celem artykułu jest przegląd krytycznie zorientowanych, w stosunku do klasycznego marketingu, paradygmatów nazywanych alternatywnymi paradygmatami marketingu, a także nowych nurtów marketingu wyrastających z różnych inspiracji. (fragment tekstu)

EN

Alternative strands of modern marketing are associated with both critical reflection on the development of marketing and finding new inspiration cognitive and practical. This article aims to review critically oriented in relation to the classical marketing paradigm called alternative paradigms of marketing and new marketing trends sprouting from a variety of inspirations. Paradigms related to marketing are arranged in a binary opposition. In turn, the new trends of marketing use the inspiration derived from outside of economics and management, but more related to the core business of marketing. (original abstract)

Słowa kluczowe

PL

Marketing; Marketing relacji; Marketing społeczny

EN

Marketing; Relationship marketing; Social marketing

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2015
• Numer: t. 16, z. 12, cz. 3 Marketing w teorii i praktyce
• Strony: 9--17

Twórcy

autor

Łukasz Sułkowski

• Społeczna Akademia Nauk

autor

Robert Seliga

• Społeczna Akademia Nauk

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