@misc{Wiktor_Jan_W._Rola_2006,
 author={Wiktor, Jan W.},
 year={2006},
 rights={Wszystkie prawa zastrzeżone (Copyright)},
 publisher={Wydawnictwo Akademii Ekonomicznej im. Oskara Langego we Wrocławiu},
 description={Prace Naukowe Akademii Ekonomicznej we Wrocławiu; 2006; nr 1107, s. 422-430},
 language={pol},
 abstract={The paper aims at answering the following question: how promotion influences an increase in the company's market value? It is based on scientific research conducted in the group of 545 companies on the basis of an on-line questionnaire. The research, which was realized by the Marketing Department at the University of Economics in Cracow in 2005, was financed by KBN (the Committee of Scientific Research) grant. Three groups of problems were examined: intensity of the use of promotion in the company's value, the meaning of the particular instruments of the promotion-mix and the size of promotional budget and methods of its creation. The results indicate that promotion is an essential element of "Value-Based Marketing" and that it also plays a vital part in creating the market value of a company},
 type={artykuł},
 title={Rola promocji w kształtowaniu wartości rynkowej przedsiębiorstwa w świetle badań empirycznych},
}