Évf. 10 szám 1 (2011)
Kutatás közben

The Marketingkoncepció, piacorientáció, marketingkompetenciák és érvényesülésük a kis- és középvállalatoknál

Megjelent június 20, 2011
Enikő Kontor
Debreceni Egyetem Közgazdaság- és Gazdaságtudományi kar
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APA

Kontor, E. (2011). The Marketingkoncepció, piacorientáció, marketingkompetenciák és érvényesülésük a kis- és középvállalatoknál. Competitio, 10(1), 104-117. https://doi.org/10.21845/comp/2011/1/8

Ez a tanulmány a marketingkoncepció és piacorientáció elméleti megközelítéseivel, ennek kis- és középvállalati vetületeivel, a kisvállalatok marketingjét meghatározó vállalkozói képességekkel, valamint
mindezeknek a teljesítményt befolyásoló hatásaival foglalkozik, célja az ide vonatkozó irodalom áttekintése. Tanulmányok sora mutatja, egyrészről a koncepcionális marketinggondolkodás hiánya az
egyik legnagyobb problémája a vállalkozások tulajdonos/menedzsereinek, amikor szembesülnek az üzleti folyamatokkal, másrészről pedig a marketing úgy tekinthető, mint az egyik legfontosabb üzleti tevékenység, amely elengedhetetlen a túléléshez és a vállalkozás növekedéséhez. Az irodalom állítása szerint a marketingkoncepció/piacorientáció alkalmazásában a legnagyobb korlátot a rendelkezésre álló
szűkös erőforrások (pénz, idő, képességek) jelentik.

Journal of Economic Literature (JEL) kód: L26, M14, M31

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