Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.44-05
CC BY-SA   Open Access   CEEOL

Issue archive / nr 3 (44) 2016
„Trzy w jednym” ‒ niekorzystne konsekwencje „niedoskonałości” literatury marketingowej jako narzędzia dydaktycznego w rozwijaniu wiedzy i umiejętności
(„Three in One” ‒ Unfavourable Consequences of the „Deficiency” of Marketing Literature as a Didactic Tool in Developing Knowledge and Abilities)

Authors: Dariusz Oczachowski
Politechnika Koszalińska, Wydział Nauk Ekonomicznych
Keywords: didactic multi threading multi purposes marketing literature marketing
Year of publication:2016
Page range:9 (63-71)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:


The present and future position of marketing is influenced by many factors, among which the distinguished position is occupied by the way of its learning, including the means applied in achieving this purpose, with particular focus on didactic materials containing direct knowledge (marketing literature). The aim of the paper is drawing the reader’s attention to certain deficiencies of marketing literature applied in didactic purposes, without formulating yet any distinct research hypotheses. The paper makes use (for analytical purposes) of mainly popular examples of marketing textbooks, confining thus itself to secondary sources of information and methods applicable to them. The result is the preliminary set of directives aimed at limiting the negative consequences typical of this kind of literature: often misleading multi threading and formulating several purposes simultaneously (three in one).
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