Wyniki wyszukiwania - Biblioteka Nauki

1

100%

Mikulas G.

Tudomanyos es Muszaki Tajekoztatas ( Scientific and Technical Information; Hungarian journal of library and information science)

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2004

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tom 51

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nr 12

549-555

EN

The article provides marketing approaches and practices primarily for independent information professionals. The following main elements of the marketing practice are presented: getting to know the information marketplace, identifying its segments, and adopting the concept of sales orientation, quality management and ongoing service development. Based on practical recommendations from experienced information brokers, the author offers an overview of information services tailored to various segments of the information market. Topics include the diverse information needs, the selection criteria of information brokers, the models and tools of service quality development, as well as the processes of service development.

2

The Susceptibility of Clients to Product Sales Promotion

100%

Makowski M.

Pieniądze i Więź

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2005

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tom 8

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nr 2(27)

38-47

EN

The growing poverty of households forces them to economise by choosing cheaper products, maximum delay of shopping, reducing the shopping volume or resigning from purchase. To counteract the falling tendency in clients' purchasing activity the producers use a number of activities meant to induce or accelerate the decision of purchase of offered goods or trademarks. Everyday the clients are surprised by incredibly good buys offered by producers and sellers. Exploiting the clients' naivete and their subconscious desire to posses the product is usually equipped in additional bonuses above its usual value. The new quality added to the product must be important enough to ensure large increase in sales in a short period of time. The promotion of sales plays an important role in marketing communication between the producer and buyers and therefore increases the number of buyers that are induced to accept the offer. The impulses used by producers both suggest special bonus for the regular loyal buyers and lure occasional buyers to buy more and more often. The sales promotion means help the producers to find buyers looking for promotions and to find clients that shun monotonous consumption and often change brands. The overexploiting of promotion as marketing instrument by enterprises and treating it as a magic cure in the deregulated marketing concept may reduce its effectiveness.

3

ART AT HOME IN THE NEW SERVICE-COMMERCIAL SPACE (Zadomowienie sie sztuki w nowej przestrzeni uslugowo-handlowej)

80%

Rogozinska A.

Konteksty - Polska Sztuka Ludowa

|

2010

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tom 64

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nr 2-3(289-290)

227-232

EN

The presented text demonstrates an unprecedented phenomenon that started to function on an increasing scale since the 1980s: corporations had rendered art a business venture, treating it as one of the most effective marketing instruments. The intentional pursuit of art has become a new form of financial investment, accompanied by a marketing strategy of creating a new image. The appearance of a private corporation sector in a domain that in Europe had been almost exclusively public has become a feature of a novel artistic awareness. Moreover, the widely delineated and effective application of marketing by the corporations has affected the approach towards marketing on the part of the temples of art - the museums. Corporation models of institutional activity and management became increasingly often models of functioning for museums. The article discusses factors that influence the transformation of traditional art museums into cultural malls as well as the increased number of renowned museums (so-called super stars) and their expansion across the world. The author analyses a process in which commercial organisations, on the one hand, develop their own forms and strategies of a cultural policy (e. g. by creating art collections) in order to retain and expand the sphere of influence while, on the other had, art institutions adopt and modify corporation strategies so as guarantee public recognition and financial stabilisation. New forms of cultural promotion and mediation have developed as a result of those concurrent interests. Both the corporations and the art institutions seek legitimisation and acceptance, at the same time emphasising the benefits enjoyed by the public/clients from establishing inter-institutional relations. By gradually taking over impact over the museums, the corporations significantly alter the functioning of those institutions and art itself, and by displaying art in their interiors they re-define the discourse, especially the one dealing with contemporary art.

4

Regional University Marketing in Under-developed Regions

80%

Stefko R. , Frankovsky M. , Baeik R.

Contemporary Economics

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2007

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nr 3(3)

71-81

EN

Specific approaches, in the field of the University marketing, are discussed with the higher intensity last decades. But the Universities established in underdeveloped regions have special position, function, possibilities, and specific needed activities. There are also many reasons for applying modified strategies and marketing tools in Slovak higher educational market. The study deals with main and dominant approaches in this area of managing of educational institutions in Slovak environment but the study also presents the results of the research. The sample of the research was selected from students of the Faculty of Management, University of Preöov, Slovak Republic. There was marketing product policy designed and mainly communications policy and image mainly analyzed there. There are offered some suggestions for universities in the final part of the study.

5

Cele i środki public relations banków

80%

Gmurkowska J.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

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2012

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nr 890

181-195

EN

The article presents empirical research on public relations in banks. The research was conducted in August 2009 by the management staff in a number of Krakow’s banks. The investigation included task groups in public relations, means of action, and target groups at which public relations are aimed, together with the importance of such campaigns. The results showed that the biggest and most often used task area for public relations by Kraków’s banks is cooperating with the media. However, the respondents recognised phone and mail contact as being among the most important means of public relations as well. All of the banks’ clients comprised the target group to which public relations campaigns were directed. Interest aimed at investors and, to a small extent, educational institutions, was considered insufficient. The high degree of recognition of public relations campaigns by the management of banks in Krakow should be taken as a positive sign.

6

Zróżnicowanie czynników demograficznych i ekonomicznych w krajach Unii Europejskiej jako determinanta działań marketingowych

80%

Żbikowska A.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

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nr 896

81-96

EN

The European Union and its unquestionably greatest achievement – the single market – suggest that EU member states make up a separate region which may be treated by companies as a single market. It may seem, therefore, that marketing activities and the use of uniform tools within the EU’s single market should be relatively simple. Nevertheless, apart from the obvious cultural differences between the particular European countries, due attention should be given to their social and economic diversity. The objective of the paper is to identify selected demographic and economic factors at work in EU member states and to determine the extent to which the EU represents a uniform area from the point of view of marketing. Such issues are of vital importance in the light of the fact that the EU has as many as 501 million consumers. The analysis of demographic and economic factors illustrates that the EU’s single market may be divided into countries with different characteristics. The existing differences may hinder the standardisation of marketing tools.

7

SPORTS CONTEXT OF PROMOTONAL ACTIVITIES (Sportowy kontekst dzialan promocyjnych)

80%

Makowski M.

Pieniądze i Więź

|

2009

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tom 12

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nr 1(42)

211-221

EN

Sporting rivalry has caused fans, who react very emotionally to the contest of sportsmen, to gather for centuries. Huge interest in sports among the public and media attention were recognized by many companies which have decided to use sport as part of promotional content. This article's aim is to present spectacular sports events' impact on promotional activities. In this context opportunities and risks of sports events, which will be hosted by Poland in the near future, were pointed out. Considering the numerous examples of promotional campaigns relating to both commercial and social activities, the validity of the sports' and well known sportsmen' use in promotional campaigns was analyzed.

8

MARKETING CONCEPT, MARKETING ORIENTATION OR MARKET ORIENTATION? ABOUT THESE AND OTHER MISUNDERSTANDINGS AROUND KEY MARKETING TERMS (Polish title - below)

80%

Escher I.

Pieniądze i Więź

|

2009

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tom 12

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nr 4(45)

177-185

EN

(Title in Polish -'Marketingowa koncepcja, marketingowa orientacja czy rynkowa orientacja? O tych i innych nieporozumieniach wokól kluczowych terminów marketingowych'). Considerable diversity of interpretation of fundamental marketing terms (such as marketing, marketing concept, marketing management, marketing and market orientation), which nowadays can be found in the marketing literature and in practice, shows that in the area of their definition the marketing theorists and investigators have yet much to do. A lack of precise, clear settlements in this area increases misunderstandings, and impedes the realization of research conducted by different investigators and makes it difficult to compare the results obtained by them. The proposal of defining mentioned terms which is offered in this article is the attempt of synthesis and systematization of different available interpretations in the marketing literature.

9

ICT IN EDUCATION: THE POTENTIAL OF PODCASTING

80%

Khaund M.

e-mentor

|

2010

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nr 4(36)

80-85

EN

Information Communication Technologies (ICT) such as podcasting have opened new possibilities for academe. For an instructor it means more tools to use in their organization of instruction; for students, a greater motivation to learn free of the time and space restraints posed by the typical classroom's walls and strict schedule; and for an educational institution it means a potential marketing opportunity. The article discusses the challenges for academe environment presented by designing and delivering a podcasting initiative.

10

THE CREATION OF MEDIA BRANDS' VALUE (Kreowanie wartosci marek medialnych)

80%

Zabinski R.

Nauki o Zarządzaniu

|

2011

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nr 6

115-130

EN

The article presents issues concerning the creation of brand on the media market. The management of brand should be considered in all marketing actions of a particular company. The article presents the analysis of those media owners' marketing actions which can have the strongest impact on the creation of brand value. It also presents the classification of the most valuable brands on the Polish media market and factors that intensely influence their market position.

11

INTERNET INFORMATION SPACE OF THE POLISH EDITION OF 'HISTORIES INEDITES DU PETIT NICHOLAS' (Internetowa przestrzen informacyjna wokól polskiej edycji Nieznanych przygód Mikolajka)

80%

Rogoz M.

Zagadnienia Informacji Naukowej

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2010

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nr 1(95)

71-83

EN

The article comprises of quantitative and qualitative analysis of the Internet contents regarding the Polish edition of the 'Histories Inedites du Petit Nicholas' by J.J. Sempé and R. Goscinny, published in 2009. This is the closing tome of the cultic stories' collections which have been published in Poland for more than 40 years. The analysis concerned either ranking of pages searched with popular browsers (searched phrase: 'Histories Inedites du Petit Nicholas' -– in Polish 'Nieznane przygody Mikolajka') or their contents and relations to the book itself. The highest positions belonged to the websites of the book sellers. The 'Znak' Publishing House has used a number of different forms of advertising - either advertainment or relation-building social portals. Audiobook fragments, text fragments, drawings, and short advertising films, with famous Polish actors have been presented. An important part of the Internet information space belongs to the reviews published on commercial websites and independent services. 'Histories Inedites du Petit Nicholas' have been present on the websites of the most important media entities, like digital editions of popular newspapers and journals, radio and TV websites, information portals. It should be assumed, that a purely commercial part of this space will decrease on the benefit of a reading reflection.

12

PROFITABITITY OF THE SMALL AND MEDIUM SIZED ENTERPRISES SEGMENT AS A FUNCTION OF CUSTOMER RELATIONS MANAGEMENT (CRM)

80%

Kulawczuk P.

Pieniądze i Więź

|

2005

|

tom 8

|

nr 1(26)

107-117

EN

One of the most significant problems of Polish banking sector at the beginning of the 21st century is implementation of Customer Relationship Management (CRM) systems in the segment of small and medium-sized enterprises (SME) based on current profitability of customers. The main thesis of the publication is that such systems ignore both: up to date experience in collaboration with customers and potential profitability that could be developed in the whole lifecycle of customers' firms. To illustrate how this concept works in Polish conditions, two opposite behavioural models of SME bank financing were constructed. The first concept is based on current profitability criterion in CRM operation. Based on Polish examples it can be admitted that this model creates unfavourable tensions both on clients and on the bank management and significantly reduces benefits that would be available when more flexible approach could be adopted. Opposite to this model is a concept of CRM systems based on customer's firms lifecycle relations. This concept is analysed using Polish examples of co-operative banks, credit unions and very few commercial banks that had just implemented elements of this approach. The main conclusion of the article is that SME's customers prefer lifecycle approach to CRM systems and this system seems to be much more effective than current profitability approach.

13

KLASTRY: MÓDNÍ POJEM, NEBO SKUTEČNÝ ZDROJ KONKURENCESCHOPNOSTI?

80%

Blažek J. , Kuncová I.

Ekonomický časopis (Journal of Economics)

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2011

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tom 59

|

nr 3

225 – 242

EN

This article seeks to contribute to current debate on the role of clusters in the competitiveness of member firms, by investigating the actual contribution of recently established clusters and by analysing the intensity and nature of the links within two clusters, in the Czech Republic. The analysis is based on data, acquired through qualitative research – interviews – with both members and non-members of the two selected clusters (Clutex, a textile cluster, and Plastr, comprised of firms operating in the plastic industry). The results provide no decisive proof concerning the contribution of clusters to firm competitiveness; however, the interviewed firms recognise and appreciate several advantages of their cluster membership, such as joint research, joint purchasing of materials, improved marketing opportunities. Surprisingly, much more intensive links were discovered in the case of the Clutex cluster, whose members are not concentrated in one region, as are Plastr’s members, but are spread over several regions. This indicates the relevance of other factors, such as cognitive and organizational proximity, on the intensity of inter-firm linkages.

14

Działania centrum doradztwa rolniczego na rzecz turystyki wiejskiej

80%

Brelik A. , Bogusz M.

Zagadnienia Doradztwa Rolniczego

|

2013

|

nr 1(71)

90-97

EN

Department of Agricultural Advisory Centre in Krakow from the start an active part in the cooperation of supporting development of rural tourism by offering consulting and expert assistance to representatives of institutions (LGD), which actively from the beginning shall support rural tourism in their areas, as well as advisors that work with LGD, or local governments. In the present study are listed the most important tasks performed by the Kraków branch, it should be noted that the staff-experts for everyday work for the development of rural tourism stakeholders by providing expert information. Observing the course of the Krakow branch of activity can be seen that their consulting and expert assistance with the time range covered the entire country.

15

Prawne uwarunkowania działalności reklamowej w Polsce w kontekście regulacji Unii Europejskiej

80%

Dołhasz M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 890

53-72

EN

The increasing importance of one factor conditioning contemporary enterprises operating on international markets cannot be overlooked. That factor is the study of all the different types of legal regulations in the European Union, as they determine the framework of business activity. These legal regulations have a significant influence on the final shape of marketing strategy which can be perfectly visible in marketing communication activity and the putting into practice of various instruments on the international market.These legal conditions are among those changing the most in the European Union’s markets, and in Poland as well. This article is a contribution to the analyses of changes in the regulation of advertisement implemented on the Polish and European markets.

16

MARKETING OF PUBLIC AND BUSINESS AFFAIRS SUBSYSTEMS OF SOCIO-ECONOMIC ENVIRONMENT

80%

Grigorescu A.

Contemporary Economics

|

2008

|

nr 2(6)

87-99

EN

The Romanian society is crossing one of the most important stages of its transition toward the integration in the European Union started with January 1st, 2007; this will define the final processes bound for the socio-economic reconstruction. Based on the previous experiences, an assumption rose up that, at this moment in the Romanian society there are two systems business and public administration, placed on opposite, antagonistic, unfriendly sides. At the same time, there is the opinion that a proper public and private marketing could be the link between them. The link between these systems should make the relation useful to create and handle the cooperation and cooperation climate in these two environments. The paper aims to present the systems, their characteristics, the opinion about the other, the identified link components, and to propose a solution for the link improvement. A small survey of the members' opinions, in both systems, will be the base of the analysis. The first stage is to analyze each environment as an independent system: business system (BSy) and public administration system (PASy). We will present the structure, characteristics, interactions with other socio-economic components, etc. The second stage will focus on the role of public and private marketing as tools of feedback reaction of the systems to the general environment dynamics. The marketing behavior is typical for the BSy and its level of marketing knowledge is higher than the poor level of marketing knowledge in PASy lacking the marketing attitude about public services.

17

MĚSTSKÝ MARKETING – KONCEPTY, APLIKACE, KRITICKÁ ANALÝZA

80%

Ježek J.

Ekonomický časopis (Journal of Economics)

|

2011

|

tom 59

|

nr 3

243 – 258

EN

The paper offers a critical evaluation of theoretical and application findings about city marketing. It deals with specifics and limits of use of selected elements of marketing theory in conditions of the cities. It comes to a conclusion that application possibilities are much more limited than theoretical expectations are. The reason is not only political environment where there a decision making about marketing use takes place, but also a difficulty and complexity of the city as the marketing entity.

18

NOVÉ PARADIGMY MARKETINGU V PROCESE GLOBALIZÁCIE TRHOV

80%

Čihovská V. , Kita J.

Ekonomický časopis (Journal of Economics)

|

2005

|

tom 53

|

nr 6

611-625

EN

Article refers to the importance and grounds of marketing conception in conditions of global economy in spite of scepticism and criticism of the marketing theory. According to the Slovak and International companies it also refers to the important tendencies of the marketing theory and practice.It presents the development of marketing theory from the beginning till present. It analyses influence of global processes on the companies marketing activities.

19

Postawy polskich eksporterów wobec marketingu w świetle wyników badania empirycznego

80%

Kuziak M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 896

97-120

EN

A survey on a sample of Polish companies shows that the attitude among Polish exporters towards marketing is generally positive. Most exporters recognise that marketing is needed and it is good for consumers. However, there is also only narrow understanding among companies of marketing as a tool that can increase sales. The attitude towards marketing is better at a general level than it is towards more specific areas of evaluation. The marketing activities companies employ are indeed perceived as effective, but also as aggressive, intrusive, annoying and to invade consumers’ privacy. Exporters critically assess both the level of education of marketers, as well as the competence of persons engaged in marketing. Generally, the attitude of Polish exporters towards marketing does not differ significantly from the attitudes of companies operating mainly in the domestic market.

20

'WE'RE BUILDING A NEW HOME... ' ('Budujemy nowy dom...')

80%

Balus W.

Konteksty - Polska Sztuka Ludowa

|

2010

|

tom 64

|

nr 2-3(289-290)

227-232

EN

The presented text demonstrates an unprecedented phenomenon that started to function on an increasing scale since the 1980s: corporations had rendered art a business venture, treating it as one of the most effective marketing instruments. The intentional pursuit of art has become a new form of financial investment, accompanied by a marketing strategy of creating a new image. The appearance of a private corporation sector in a domain that in Europe had been almost exclusively public has become a feature of a novel artistic awareness. Moreover, the widely delineated and effective application of marketing by the corporations has affected the approach towards marketing on the part of the temples of art - the museums. Corporation models of institutional activity and management became increasingly often models of functioning for museums. The article discusses factors that influence the transformation of traditional art museums into cultural malls as well as the increased number of renowned museums (so-called super stars) and their expansion across the world. The author analyses a process in which commercial organisations, on the one hand, develop their own forms and strategies of a cultural policy (e. g. by creating art collections) in order to retain and expand the sphere of influence while, on the other had, art institutions adopt and modify corporation strategies so as guarantee public recognition and financial stabilisation. New forms of cultural promotion and mediation have developed as a result of those concurrent interests. Both the corporations and the art institutions seek legitimisation and acceptance, at the same time emphasising the benefits enjoyed by the public/clients from establishing inter-institutional relations. By gradually taking over impact over the museums, the corporations significantly alter the functioning of those institutions and art itself, and by displaying art in their interiors they re-define the discourse, especially the one dealing with contemporary art.