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implementationofmarketingmixinfoodindustryenterprises?
Theimplementationoftheresearchprocesswasaccompanied
bythedesiretoenrichscientificandpracticalknowledge.The
subjectmatterdiscussedinthismonographrequiresdefiningthe
purpose.Thepurposeoftheworkistopresent,inadditiontothe
classicsetofmarketingmixelements,alsotheconceptofsus-
tainablemarketingmixoffoodproductsandforeignmarketing
mixoffoodproducts.Achievingthesetgoalwillbepossible
throughtheimplementationofresearchusingtheresearchmeth-
od.Theoreticalconsiderationswerebasedonliteraturestudiesin
thefieldofwork.Theresearchmethodusedwasastudyofthe
literatureonthesubjectbased,amongothersonthefollowing
secondarysources:scientificpublications,scientificmagazines,
foodindustrymagazines,industrycatalogues,conferencemate-
rials,legalacts,casestudyandonlineinformationservicesin
thefoodindustry.
Thestructureofthisstudyincludesintroduction,sevenchap-
tersandending.Thefirstchapterisintroductory.Itpresentsthe-
oreticalaspectsregardingthenatureandsignificanceofmarket-
ingmixinliterature.Themarketingmixstructurewasintro-
duced,coveringaclassicsetoffourelementsofmarketing
composition.Thefinalpartofthechapterpresentsthescopeof
marketingmixmanagementbasedonbasicmanagementfunc-
tionssuchasplanning,organised,staffmotivationandcontrolof
activitiesintheareaoffoodmixmarketing.
Thesecondchapterisdevotedtothesustainableconceptof
marketingmixinfoodenterprises.Thischapterpresentsthe
conceptandmeaningofmarketingmixbasedontheprinciples
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