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MARKETING-FINANCIAL INTERFACE AS A SUBJECT OF RESEARCH INTEGRATING THE METHODS OF PORTFOLIO ANALYSIS (Interfejs marketingowo-finansowy jako przedmiot badan integrujacy metody analiz portfelowych)
This article presents the recapitulation of Australian marketing research on the perception of marketing-financial interface and the same interface in empirical case study research of Polish enterprises. The Australian firms use more methods than Polish firms because in Poland there are different barriers limiting the availability of this portfolio methods. Since interface still evolves - in interface of marketing and finances should not be used only financial criteria but also non-financial and different statistical methodology.