Przez wiele lat zwyklo sie patrzec na marketing w kontekscie kosztowym. W zasadzie od samego poczatku – glownym celem marketingu bylo „wpierac sprzedaz” . Temu sluzyly poczatkowe narzedzia (reklama, sprzedaz osobista ect.) Dzis – to juz sie zmienilo. Dzis na marketing patrzy sie jak na kazda inna inwestycje, ktora ma zapewnic zwrot i korzysc dla inwestora. Cele marketingu rowniez zostaly zweryfikowane – sprzedaz stala sie wynikiem, skutkiem. Jednak obszar marketingu rozumiany jest dzis jako obszar zarzadzania rynkiem – w kontekscie rynkow istniejacych i potencjalnych. Rynki potencjalne, staja sie w swiecie hiperkonkurencji najbardziej lakomym kaskiem. To nas nieuchronnie zbliza do dywergencji, zarzadzania innowacjami oraz strategii dzialania a la BO.<\/p>\n","protected":false},"excerpt":{"rendered":"
Przez wiele lat zwyklo sie patrzec na marketing w kontekscie kosztowym. W zasadzie od samego poczatku – glownym celem marketingu 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