MARKETING. ACADEMIC TEXTBOOK - EUGENIUSZ MICHALSKI

Discover the world of marketing with the new, updated edition of the academic textbook by Eugeniusz Michalski. This publication is an invaluable source of knowledge for students and practitioners who want to delve into the secrets of effective marketing strategies. Learn proven methods and the latest trends that will help you succeed in the dynamic business world.

• Understanding the basics of marketing and its relationships with other fields.
• Practical examples from the experiences of Polish companies.
• Accessible language and clear structure of the lecture.
• Comprehensive discussion of management functions in the context of marketing.
• Analysis of pricing policy and cost calculation.
• The role of logistics in effective distribution.
• Management of industrial products and services.
• International marketing in practice.

The academic textbook "Marketing" is a comprehensive study that combines theory and practice. The author, Prof. Eugeniusz Michalski from the Faculty of Management of the Koszalin University of Technology, shares his knowledge and experience, presenting marketing as an integral part of business management. The book shows the relationships of marketing with micro- and macroeconomics, psychology, sociology, industry and trade, which allows for a holistic understanding of this field.

The publication is richly illustrated with drawings and examples from the life of Polish companies, which facilitates the acquisition of knowledge and shows how theory translates into real actions. After each chapter, there are questions, instructions, discussion points and case studies, which encourage active learning and deepening of knowledge. A subject index and bibliography are additional advantages that facilitate orientation in the material and further search.

The book "Marketing" is not only a textbook, but also a guide to the business world, which will help you understand market mechanisms and learn how to compete effectively. Thanks to it, you will acquire the knowledge and skills necessary to plan, organize, lead and control marketing activities. You will learn the secrets of pricing policy, the role of logistics in distribution and the specifics of managing industrial products and services. You will also learn how to effectively conduct international marketing and adapt strategies to different markets and cultures.

The textbook was written for students of management and marketing, economics and management studies, but also for all those interested in the subject of marketing and wanting to expand their knowledge in this field. Regardless of whether you are a student, entrepreneur, manager or employee of a marketing department, this book will be a valuable source of inspiration and practical advice for you.

An important feature of the textbook is the combination of elements of "classical" marketing with new trends. The content of the book includes () functional, managerial and strategic aspects of marketing. The application part includes the main specific areas of marketing applications: the service sector, industrial markets, non-profit organizations and international markets. Marketing is considered in its broad social and environmental context. () The publication represents enormous didactic values as a textbook. In addition to clarity, attention should be paid to the questions, case studies and tasks introduced at the end of the chapters for the reader to perform.