Open access
MARKETING – BETWEEN SCYLLA OF EXPECTATIONS AND CHARIBDIS OF INDICTMENTS
Lechosław GARBARSKI1
Economy - Marketing: Looking for New Ideas
Publication language: Polish
Journal article
Transformations No. 1-2 (76-77) 2013, Publication date: 31 May 2013
Abstract During the last few decades, marketing has become a very important concept with a high level of efficiency. It is used by enterprises for commercial purposes and also by many non-for-profit organizations to solve contemporary social problems. Achieved successes inclines one to seek new solutions but at the same time to formulate excessive expectations. These kinds of expectations provide to marketing the concept of degeneration. From another point of view, the fragility of human nature, desires for quick enrichment or greed lead to actions being taken with no ethical principles. These kinds of examples are causes of formulating very important indictments towards marketing. But both excessive expectations and unfounded indictments are not good bases for suitable evaluations of the marketing concept. Neither are they good bases for its development. They are rather important threats like mythological Scylla and Charybdis for ships entering the Straits of Messina.
Katedra Marketingu, Akademia Leona Koźmińskiego w Warszawie
E-mail: lech@kozminski.edu.pl