Worst practices as the lessons learned in marketing

• Autorzy: Agnieszka Szpitter
• Języki publikacji: EN

Abstrakty

EN

In this article the main purpose is to present the different worst practices in the area of marketing. The first part of the article is about the differences between two paradigms: best practices and worst practices and proposes an approach focuses on worst practices. The concept of worst practices is based on finding the root of problem and, then, to avoid it. It is a different way of thinking than benchmarking. Therefore, in the second part of this article illustrated the general marketing failures, such as worst practices, and also presented lessons learned. (original abstract)

Słowa kluczowe

EN

Benchmarking; Marketing efficiency; Marketing strategy

PL

Benchmarking; Efektywność marketingu; Strategia marketingowa

• Czasopismo: Organizacja i Kierowanie
• Rocznik: 2011
• Numer: nr 5
• Strony: 173--181

Twórcy

autor

Agnieszka Szpitter

• University of Gdansk, Poland

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