Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
instrument–promotionmix,consistsofadvertising,directmar-
keting,salespromotion,personalsalesandpublicrelations(PR).
Analysingthestructureofmarketingmix,itcanbeseenthatthis
isafairlyextensiveandimportantthematicblock,whichisat
thecentreofallconsiderationsontheconceptoftheenterprise's
functioningonthedifficultandcompetitivefoodmarket.The
successofanenterprisedependsonthedecisionsthatwillbe
madeinrelationtotheindicatedelementsofthemarketingmix.
Forthisreason,thereisaneedforaclosecorrelationbetween
variouselementsofmarketingcompositionsothatthedecisions
madeformacommonstrategyfordealingwithfourmarketing
mixinstruments.
Consideringmarketingmixoffoodindustryenterprisesin
abroaderaspect,itshouldbenotedthatthesuccessofactivities
relatedtothemarketingcompositionlargelydependsontheother
thematicblocks,i.e.thestudyandanalysisofmarketingenviron-
mentofthecompanywithparticularemphasisonmarketing
intelligencefocusedoncompetitionresearch,selectionoftarget
marketsandmarketingmanagement.Inthemarketingactivityof
foodindustryenterprises,itisimportantformarketingmanagersto
includeotherthematicblocksintheactionstrategyonthefood
productsmarket.Selectivetreatmentofindividualmarketingissues
canhavenegativeeffectsandisdoomedtofailure.Duetothe
sizeoftheindicatedthematicblocksandthelimitednatureofthe
publicationonlytotheconceptofmarketingmixinfoodenterpris-
es,theauthorofthisstudywillnotdiscusstheremainingissues
inabroaderscope.
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