Strategia marketingowa małych i średnich przedsiębiorstw w gospodarce rynkowej
Streszczenie
The article Is an attempt at showing specific characteristic of means and
goals of marketing strategies developed by small and medium-sized firms. For
these strategies to succeed they must be based on special advantages possessed by small firms such as a good knowledge about customers, elasticity of
their operation and innovativeness. These strategies consist in roost- cases
in adapting a product or a service to expectations of a chosen, narrow segment of the market.
The article ends with the author's proposal concerning liberalization of
principles according to which small firms are established and developed in Poland.
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