Strategic marketing by change agents in Poland: the case of domestic marketing consulting firms
Bill Merrilees
(Head, Marketing and Enterprise Group, School of Management, University of Newcastle, Callaghan, NSW, Australia)
Marek Serenty
(Warsaw, Poland)
1318
Abstract
Focuses on the marketing strategies used by Polish marketing firms and their role as change agents after the fall of communism and the transition to a market economy. A survey of 93 marketing consulting firms in four large Polish cities was conducted in 1996‐1997. The results suggest that this sector is thriving, and the two most important success factors are on‐time delivery and high service delivery.
Keywords
Citation
Merrilees, B. and Serenty, M. (2000), "Strategic marketing by change agents in Poland: the case of domestic marketing consulting firms", Marketing Intelligence & Planning, Vol. 18 No. 5, pp. 247-255. https://doi.org/10.1108/02634500010343946
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited