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Marketing Self-diagnostic Tool for SMEs - Assumptions of the Project

Author

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  • Piotr Werynski

    () (Silesian University of Technology)

Abstract

The aim of the author is to present methodological approaches used to study the socio-economic sector of micro, small and medium-sized companies of plans for a quasi-experimental testing tool (Marketing self-diagnostic tool ) constructed for the diagnosis and self-diagnosis of individual attitudes, knowledge, skills and needs in the field marketing innovation and marketing innovation MSME entrepreneurs. The study was carried out using a triangulation approach to the methods, sources, researchers, cognitive perspectives. They took place in the framework of the project POKL: "The matrix for innovative entrepreneurship", carried out by the Department of Applied Social Sciences, Silesian University of Technology. The project concerns the issue of marketing innovation and innovation in marketing in 6 dimensions: competencies, perception of environment, customer orientation, awareness of the created brand, processes and strategies, pro-innovative trends and actions.

Suggested Citation

  • Piotr Werynski, 2013. "Marketing Self-diagnostic Tool for SMEs - Assumptions of the Project," Working Papers 1/2013, Institute of Economic Research, revised May 2013.
  • Handle: RePEc:pes:wpaper:2013:no1
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    Keywords

    innovations in marketing; marketing needs; business relationship with the scientific community; branding awareness; marketing strategies;

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