Pozycja kierownika marketingu w procesach decyzyjnych przedsiębiorstwa a klasyfikowanie i ewidencjonowanie kosztów działalności marketingowej (w świetle wyników badań)

• Autorzy: Marek Rawski

Warianty tytułu

The Position of the Marketing Manager in an Enterprise's Decision-making Processes vs the Classification and Registration of Marketing Costs (in the Light of Research Results)

• Języki publikacji: PL

Abstrakty

W pracy przedstawiono zależności między sposobem organizacji działu marketingu a wynikami osiąganymi w przedsiębiorstwie. Omówiono także rolę tego działu w procesie podejmowania decyzji w sferze realizacji funkcji marketingowej.

EN

A marketing specialist, in making proper decisions, should not only be interested in the volume of sales, but also in the costs the marketing department generates. Among the many factors that shape the process of identifying a company's marketing expenses, key is the context of a company's managerial structure - especially the context of the marketing department's impact on the ability to shape marketing expenses compared to the impacts of other company departments. Taking into account the company's managerial structure involves defining the scope of marketing functions performed by the marketing department and the associated importance of the marketing department in decision-making processes, particularly strategic and tactical decision-making. Based on his own study, the author presents the relationship between how the company's marketing department is organised and its role in decision-making with respect to shaping marketing expenses. The study showed that the stronger a marketing manager's influence on a decision, the more frequently marketing outlays are treated as marketing costs and registered in the marketing department. A particularly vivid regularity appears with respect to promotional decisions. A marketing manager's strong and dominant influence over the definition of promotional objectives and budgets as well as on the selection of promotional resources leads to the registration of outlays for each resource in the marketing department.(original abstract)

Słowa kluczowe

PL

Zarządzanie marketingowe; Strategia marketingowa; Koszty; Badania marketingowe

EN

Marketing management; Marketing strategy; Costs; Marketing research

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 2005
• Numer: nr 677
• Strony: 71--84

Twórcy

autor

Marek Rawski

Bibliografia

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• Zarządzanie marketingiem w sferze usług, pod red. A. Styś, Akademia Ekonomiczna we Wrocławiu, Wrocław 2001.