INPROFORUM 2009

Marketing precepts for the time of crisis
Joanna Hernik

Language: en
Last modified: 2013-09-02

Abstract


It is assumed that marketing consists of activities focused on achieving a given organization's goals by envisioning consumers needs and consequently by providing satisfying goods. In order to be effective, businesspeople should turn to proven marketing rules, although in literature there is no consensus on the scope and a character of the precepts. A goal of this paper is to remind the readers about the canon of marketing rules and discuss their perception in the time of crisis.


Keywords


foundation of marketing, management, rules, slump period

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