Jump to ContentJump to Main Navigation
Show Summary Details
In This Section

Social Communication

2 Issues per year

Open Access
Online
ISSN
2299-5382
See all formats and pricing
In This Section

Management of Formalised Marketing and Media Activities in Outsourcing Companies in the Age of Competitiveness, with Particular Emphasis on Contemporary Marketing Approach

Łukasz Kozakowski
  • PhD student at the University of Economics in Katowice, Poland.
Published Online: 2016-01-29 | DOI: https://doi.org/10.1515/sc-2015-0006

Abstract

The article outlines the issues related to the topic of management of formalised marketing and media activities in outsourcing companies in the age of competitiveness, with particular emphasis on contemporary marketing approach. General management of the organisation and management of marketing and media activities, particularly in their formalised form, both have a significant effect on improving company competitiveness in the market. Outsourcing companies constitute a specific sector of services which without a very well-functioning marketing and media activities would not be able to operate and develop in the market. The article presents selected aspects connected with the management of marketing and media activities, with particular emphasis on formalisation of marketing activities in outsourcing companies. The analysis presented below focuses on the efficiency of the implemented formalisation of marketing and media activities in outsourcing companies in relation to their competitiveness, with special recognition of contemporary marketing approach.

Keywords: marketing; media; marketing management; outsourcing; outsourcing services; competitiveness; contemporary marketing approach

References

  • BARUK, A. (2002), Dynamiczne kształtowanie strategii marketingowej firmy. Uwarunkowanie strukturalne i procesowe, Toruń, Wydawnictwo Adam Marszałek.Google Scholar

  • BEDNARSKI, A. (2001), Zarys teorii organizacji i zarządzania, Toruń, TNOiK.Google Scholar

  • BHGWATI, J., PANAGARIYA, A. (2008) The Muddles over Outsourcing, [in:] Journal of Economic Perspectives, Issue no. 18(4), pp. 93-114.CrossrefGoogle Scholar

  • KACZMAREK, B., SIKORSKI, CZ. (1996), Podstawy zarządzania. Zachowania organizacyjne, Łódź, Wydawnictwo Aleksander.Google Scholar

  • KARBOWIAK, K., WYRZYKOWSKA, B. (2009), Podstawy teorii organizacji i zarządzania, Warsaw, SGGW.Google Scholar

  • KIEŻUN, W. (1997), Sprawne zarządzanie organizacją, Warsaw, AGH.Google Scholar

  • KOTLER, PH. (2005), Marketing, Poznań, Rebis.Google Scholar

  • NIESTRÓJ, R. (2002), Zarządzanie marketingiem. Aspekty strategiczne, Warsaw, PWN.Google Scholar

  • NOWACKA, A., NOWACKI, R. (2004), Podręcznik podstawy marketingu, Warsaw, Difin.Google Scholar

  • PENC-PIETRZAK, I. (1999), Strategiczne zarządzanie marketingiem, Warsaw, Wydawnictwo KeyText.Google Scholar

  • PIERŚCIONEK, Z. (2003), Strategie konkurencji i rozwoju przedsiębiorstwa, Warsaw, PWN.Google Scholar

  • SMOLEŃSKI, S. (1997), Podstawy zarządzania przedsiębiorstwem, Bydgoszcz, TNOIK.Google Scholar

  • STANKIEWICZ, M. (2000), Istota i sposoby oceny konkurencyjności przedsiębiorstwa, [in:] Gospodarka Narodowa, issue No 7-8, pp. 95-111.Google Scholar

  • SZTUCKI, T. (1994), Marketing: sposób myślenia, system działania: [teoria i praktyka marketingu, kluczowe pytania i odpowiedzi, polsko-angielska terminologia marketingu], Warsaw, Placet.Google Scholar

  • THOMSON, J.D. (1967), Organization in Action, New York, McGraw, Hill Book Co.Google Scholar

  • WILSON, M. (1993), Zarządzanie marketingiem w przedsiębiorstwie, Stalowa Wola, Catholic University of Lublin.Google Scholar

About the article

Published Online: 2016-01-29

Published in Print: 2015-10-01


Citation Information: Social Communication, ISSN (Online) 2299-5382, DOI: https://doi.org/10.1515/sc-2015-0006.

Export Citation

© 2015 Łukasz Kozakowski, published by De Gruyter Open. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

Comments (0)

Please log in or register to comment.
Log in