 Marketing Research in the Commercial Enterprise Management (Badania marketingowe w zarzadzaniu przedsiebiorstwem handlowym )Bogdan Gregor and
Magdalena Kalinska-Kula ()
Problemy Zarzadzania, 2016, vol. 14, issue 57, 42-56 Abstract: Managing a business requires constant decision-making and should be supported by accurate information. Current, reliable information and its exploitation is a prerequisite for effective business management, regardless of the type of business or industry. The way to improve the relevance of marketing decisions is ably planned and conducted marketing research, which is a kind of bridge between the company and the market. The article presents an attempt to assess the role of marketing research in obtaining information, as a premise for the decision-making in commercial enterprises. The subject of discussion was the degree and scope of marketing research, methods and research tools as well as usefulness in supporting decision-making processes taking place in the wholesale and retail business. The study was based on the results of empirical research that was conducted on a sample of enterprises from the area of £ódzkie Voivodeship. Keywords: internationalization; de-internationalization; retailing; grocery; Poland (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:42-56 Access Statistics for this article More articles in Problemy Zarzadzania from University of Warsaw, Faculty of Management Contact information at EDIRC. |
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