Death of Professor Kornelia Karcz in , which was resulted from a terminal disease and Katowice ; Międzynarodowe badania marketingowe: uwarunkowania kulturowe Akademia Ekonomiczna, Katowice (co-author Z. Kędzior); Proces dyfuzji in- ketingowe w praktyce (Marketing Research in Practice). Kędzior, Z., & Karcz, K. (). Badania marketingowe w praktyce. Warszawa: PWE. Kumar, V. (). International marketing research. New York: Prentice Hall. a conceptualization comprises the following elements (Kędzior & Karcz, , p. . In K. Mazurek-Łopacińska (Ed.), Badania marketingowe. Teoria i praktyka.

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The journal content is indexed in CrossCheckthe CrossRef initiative to prevent scholarly and professional plagiarism. The need to develop marketing information systems results from the generally accepted need act according to marketing concept. When defined as a specific type of management information, marketing information refers to any kind of data that can be used in the process of marketing management in order to attenuate the uncertainty of decisions undertaken in the context of strategic marketing and operational marketing.

The dynamic character of market processes and phenomena causes that decision-making always entails a certain dose of risk. Risk reduction is possible, for instance, by means of deploying relevant marketing information. One may, therefore, say that a role of information in a decision-making process could be perceived in terms of both uncertainty marketinvowe and rendering undertaken decisions a privilege of correctness understood a priori.


Likewise, decision-making process require a more profound informational support when they refer to international markets. By placing an emphasis on the sub-system of marketing research undertaken in a multicultural business environment, this paper aims to categorize mwrketingowe provide an in-depth insight into theoretical bases of marketing information systems with regard to companies functioning on foreign badanua.

The text elaborates upon the role of information in marketing management as well as upon selected approaches to the formation of marketing information systems.


Moreover, the significance of international marketing research and its role in the process of corporate internationalization are explained. Likewise, basic forms of organization with regard to international marketing research kddzior also characterized and explained from a perspective of involved spatial variables. Globalization processes and the increase in the internationalization of enterprises pave the way for the development of marketing information markwtingowe which are utilized by contemporary business ventures seeking to internationalize their operations.

Hence, one may postulate that the development of conceptualizations referring to international and global marketing is a motivating factor leading to the increase in the significance of well-constructed systems of marketing information with prakyce special emphasis placed on the subsystem of marketing research.

At this point, one has to bear in mind the international marketing research cannot be treated simply as an extension of domestic studies.

When investigating international business environment, one is in a position to take a plethora of specific methodological problems into account at all stages of research procedures. The fundamental problem of international marketing research, which may be conceived as a context for further research, is equivalence of studies on diverse foreign markets and diverse cultures.


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An internationalization theory perspective. International Business Review, 18 3. Risk and foreign direct investment. Marketing i Rynek, 2. Praktycce Brexit European Union Poland SME banking sector competition corporate markstingowe deregulation economic development economic growth export financial crisis financial markets history of economic thought innovation institutions ownership in economy property law regulation sustainable development unemployment.

Subject Classification D81; F23; L20; M31 international business; international marketing; risk; marketing information system.

Article Tools Print this article. How to cite item. Indeksowanie czasopism – zobacz polecane bazy.

Marketing and consumer behaviour (04 44 20)

Marketing information system and risk reduction in managing a company on foreign markets. Keywords international business; international marketing; risk; marketing information system.

Badania marketingowe w praktyce.