THE POSITION OF MARKETING WITHIN A MACRO-LOGISTIC MODEL OF THE COMPANY
Journal Title: Polish Journal of Management Studies - Year 2015, Vol 12, Issue 1
Abstract
There exist many concepts of corporate management. Contemporary approaches heavily emphasize marketing and logistics aspects. Hence the logistic model of an enterprise was selected for the analysis as a dynamic system of interrelated flows and chains of information, material and financial. Three levels, namely macro-, micro- and nano-logistics can be identified in any hierarchical logistic system. Effective corporate management demands making decisions that strictly reflect the market, in which the company operates. The customer, who must be taken into consideration at each of these levels, becomes particularly significant. Marketing, which thus plays a huge role in business management ought to permeate all spheres of the business. The objective of the article is to identify the position of marketing in the activities that form constituent parts of the macro-logistic model of production companies. The framework of this model is made up of decisions and actions that are long-term in nature, whose impacts are noticeable over long periods of time<br/><br/>
Authors and Affiliations
Beata Zatwarnicka-Madura, Dušan Malindžák
Keywords
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