Strategic marketing by change agents in Poland: the case of domestic marketing consulting firms-Reference-Cited by-同舟云学术

Strategic marketing by change agents in Poland: the case of domestic marketing consulting firms

Published:2000-10-01 Issue:5 Volume:18 Page:247-255
ISSN:0263-4503
Container-title:Marketing Intelligence & Planning
language:en
Short-container-title:

Author:

Merrilees Bill,Serenty Marek

Abstract

Focuses on the marketing strategies used by Polish marketing firms and their role as change agents after the fall of communism and the transition to a market economy. A survey of 93 marketing consulting firms in four large Polish cities was conducted in 1996‐1997. The results suggest that this sector is thriving, and the two most important success factors are on‐time delivery and high service delivery.

Publisher

Emerald

Subject

Marketing

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