http://hdl.handle.net/11089/18015 2026-04-05T19:37:54Z http://hdl.handle.net/11089/18029 Tendencje zmian w konsumpcji a kierunki rozwoju marketing Mazurek-Łopacińska, Krystyna This article considers the tendencies in consumption patterns and the changes in business environment and their impact on evolution in marketing activities and concepts. Author presents the ideas of the ecological marketing, micromarketing, CRM, retro marketing as an effect of developing consumers’ expectations, loyalty, satisfaction etc. The article concludes with a number of implications for marketing management. 2005-01-01T00:00:00Z http://hdl.handle.net/11089/18028 Lojalność konsumencka jako wyznacznik pozycji konkurencyjnej przedsiębiorstwa Wilmańska-Sosnowska, Stanisława The article presents loyalty of the customer as a source of the competitive power of the company. The article consists of two parts. The first part concentrates on the satisfaction of the customer, that seems to be the most important factor in building the loyalty. The second part points on the basis of the loyally, its kinds and the ways of building the loyalty under the conditions of the competitive market. 2005-01-01T00:00:00Z http://hdl.handle.net/11089/18026 Wprowadzenie Grzegorczyk, Wojciech 2005-01-01T00:00:00Z http://hdl.handle.net/11089/18025 Marketing a zarządzanie marketingowe. O niektórych relacjach między dyscypliną nauki a jej specjalnością badawczą Żabiński, Leszek In this paper the author analyses basic relations between marketing as a discipline of applied science and its research (scholarly) specialisation of normative-project nature, as the author considers marketing management as such specialisation. The author applies the most commonly used criteria of identification of a discipline and a sub-discipline (a specialisation) of science: a subject and scope of research; research focus; a problem and research paradigm; a relation between discipline knowledge and economic practice. As a conclusion, he states that tere are already sufficient premises to identify marketing as a discipline of science; within this discipline, one can identiTy marketing management as its scientific specialisation. However, this does not deny a need of maintaining close relation between marketing and both economics as well as management science. 2005-01-01T00:00:00Z