| 1. |
Annals of Marketing Management and Economics, 2015 |
|
Gołębiewski J. Evolution of theory of marketing – a micro- and a macro approach
| Autor | Jarosław Gołębiewski |
| Tytuł | Evolution of theory of marketing – a micro- and a macro approach |
| Title | |
| Słowa kluczowe | |
| Key words | micromarketing, macromarketing, the development of marketing theory |
| Abstrakt | |
| Abstract | In the early 20th century, the pioneers of marketing theory attempted to define the scope of content of the new academic discipline of marketing. They looked at such concepts as functions, institutions, goods and, later, interregional trade. These approaches were considered an integral part of marketing as a whole. The paradigm shift that took place in the 1950s gave rise to many other schools: marketing management, marketing systems, consumer behaviour, macromarketing, social exchange and the history of marketing. A result of the growing fragmentation of the discipline was the increasing independence of individual schools, which focused mainly on their own narrow perspectives, neither attaching importance to the achievements of the remaining ones nor caring to integrate them into a coherent whole. Further development of marketing theory will require research focused not only on the managerial perspective, but taking into account the broader social and economic context. |
| Cytowanie | Gołębiewski J. |
| HTML | wersja html |
| Pełny tekst | AMME_2015_n1_s13.pdf |
|
 |
| 2. |
Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, 2015 |
|
Kamiński J. Makromarketing jako część nauki o marketingu
| Autor | Jacek Kamiński |
| Tytuł | Makromarketing jako część nauki o marketingu |
| Title | MACROMARKETING AS A PART OF MARKETING SCIENCE |
| Słowa kluczowe | nauka o marketingu, makromarketing, zakres zainteresowania |
| Key words | marketing science, macromarketing, scope of macromarketing |
| Abstrakt | Artykuł wychodzi naprzeciw podejmowanym w ostatnim okresie przez polskie środowisko marketingu akademickiego wysiłkom na rzecz nadania marketingowi bardziej naukowego charakteru. Niezbędnym krokiem w tym kierunku jest właściwe określenie jego zakresu zainteresowań. W artykule omówiono zakres zainteresowań jednego z głównych nurtów nauki o marketingu jakim jest makromarketing. |
| Abstract | The article is going forward to the effort taken by the Polish academic marketing environment during the last period to give the marketing more science character. The most indispensable step in this matter is to evaluate the scale of interests. The article describes the scale of interest of a major marketing current such as macromarketing. |
| Cytowanie | Kamiński J. (2015) Makromarketing jako część nauki o marketingu.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 13(62): 40-52 |
| HTML | wersja html |
| Pełny tekst | PEFIM_2015_n62_s40.pdf |
|
|