Academic and Non-Academic Forms of Marketing Education

This article is a missionary tract arguing for marketing education as a fundamental requirement for a successful marketing career. Marketing can be defined as a process for understanding markets, for quantifying present and forecasting future value required by different customer groups, ensuring the sourcing of identified demand, ensuring effective communication between market constituents and for measuring the effectiveness of the value delivered. This is not just common sense, it is requires a complex mix of skills, knowledge and philosophical understanding to ensure that marketing is effectively introduced and implemented. Poland is at a watershed. In the next few years the ability to gain and keep customers will be vital in ensuring the long term prosperity of the country. All the research shows that successful companies, successful countries have a foundation of good marketing, and good marketing has at its core good marketing education on the academic and non-academic level.Zadanie pt. „Digitalizacja i udostępnienie w Cyfrowym Repozytorium Uniwersytetu Łódzkiego kolekcji czasopism naukowych wydawanych przez Uniwersytet Łódzki” nr 885/P-DUN/2014 zostało dofinansowane ze środków MNiSW w ramach działalności upowszechniającej nauk