MARKETING EDUCATION AND IMAGE OF MARKETING IN POLAND
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marketing image, economic education in Poland
Abstract
Academic education in marketing and economic education of society have influence on image of marketing in Poland. The article presents an comparison of researches provided at 2007 and 2014 on opinion about marketing. Additionally, analysis of Index of Marketing Sentiment is included. The scope and directions of changes in “marketing awareness” trends is presented. Generally, after the period of significant criticism towards marketing concept, the process of positive change in opinion on marketing could be observed.
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Garbarski, L. (2016). MARKETING EDUCATION AND IMAGE OF MARKETING IN POLAND. The Scientific Journal European Policies, Finance and Marketing, (15(64), 18–28. https://doi.org/10.22630/PEFIM.2016.15.64.2
References
Bearden W.O., Netemeyer R.G., Haws K.L., Handbook of Marketing Scales. Sage, Los Angeles 2001.
Garbarski L., Pożądane, rzeczywiste i niechciane oblicza marketingu. W: Marketing - aktualne problemy i kierunki ewolucji. Pod redakcją M. Gębarowskiego, L. Witek, B. Zatwarnickiej-Madury. Oficyna Wydawnicza Politechniki Rzeszowskiej. Rzeszów 2012, s. 91-99.
Gaski J.F, Etzel M.J., The Index of Consumer Sentiment Toward Marketing. "Journal of Marketing", July 1986, 71-81. (Crossref)
Wizerunek Marketingu w Polsce. Pod redakcją Romana Niestroja. Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie. Kraków 2009.
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