Wyniki wyszukiwania - BazTech

1

Social networking as a communication tool for public transport companies in voivodship cities

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 194

649--661

EN

Purpose: The aim of this article is to present the changes in the use and basic advantages of social networks in the communication of public transport companies in voivodship cities. Design/methodology/approach: The study carried out consisted of analysing the content of the official websites belonging to the selected public transport service companies in order to see how the information on the social networks used (location of plug-ins) is shared, and a review of the active profiles on these sites was carried out to diagnose what content is published. The survey was conducted in October 2023. The results were cross-referenced with the corresponding survey carried out in 2017. Findings: The survey showed that of the 24 companies analysed from 18 cities, 20 use at least one of the social networks. The most common is Facebook - 19 companies have a profile, followed by YouTube - 9, Instagram - 7 and Twitter 5. 2 companies have profiles on 4 sites at the same time, 4 on 3 sites, 11 have 3 official profiles on different social networks, another 7 companies have 2 each and also 7 have one each. In the case of 4 entities, no profiles were found on social networks. The content, frequency and timeliness of publications on the profiles vary. Research limitations/implications: Social networks that were less popular at the time of writing (e.g. TikTok - official profiles were identified in 2 cases among the companies surveyed) were not included in the study. The objectives of the communication strategies of the individual entities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the companies. It may also be possible to extend the research to other operators (e.g. inter-municipal, railway, smaller cities, etc.) and among the target audiences of the communication activities in particular services. Practical implications: On the basis of the author's audit of the communication activities of public transport companies on social networks, this article suggests that the use of social media is an appropriate tactic in the communication of companies (including municipal companies), both in the promotional dimension externally and in communication with citizens - service users, due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the public transport companies from the voivodship's cities in the social media.

2

Exploring literature on the acceptance and applications of QR codes from marketing and consumers perspective: a systematic analysis

Jerzyk Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 195

231--248

EN

Purpose: In recent years, two-dimensional bar codes, most commonly found in the form of QR (Quick Response) codes, have become widespread. They are used to encode various information that can be read by smartphones, tablets and other electronic devices. The codes can convey information, at the same time triggering certain consumer reactions and behaviours. Despite the increasing use at the time of the pandemic, successful applications in promotional campaigns and a number of benefits for broadening the awareness of products labelled with them, the number of studies on QR codes is unsatisfactory. Adopting a micro-perspective of the consumer and marketing, a review of studies that address QR codes was conducted. The aim of the paper is to present publications and evaluate the current state of research relating to the acceptance and use of QR codes from the perspective of the consumer and marketing, and to identify future recommended lines of research. Design/methodology/approach: In this study, a systematic review of studies based on two academic publication databases (WoS and Scopus). Findings: Four main strands of research on QR codes from the consumers perspective were demonstrated: the acceptance of the new communication technology, the impact of the codes on the purchase decision process, their usefulness from the perspective of specific consumer needs, and the appearance and design of the codes. It can be expected that future research will focus on more specific issues, such as the acceptance of QR code technology in specific categories of products and services, including public services, representing a higher level of social trust, which is important in consumer optics. What is important in consumer behaviour are values, including environmental ones (buying environmentally friendly products, willingness to make sacrifices to protect the environment, and awareness of the consequences of consuming unsustainable products). They have so far been neglected in research and are an increasingly important motivation for consumers’ information-seeking behaviours through QR scanning. Originality/value: The findings gathered by the researchers on consumer behaviour toward QR codes can be useful in planning marketing and promotional strategies aimed at sustainable development and responsible consumption. They also serve theoretical and methodological development.

3

The management of hospital marketing communication

Gabryšová Marie, Ciechomski Wiesław

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

179--193

EN

Purpose: To verify how and with what instruments hospital managements handle marketing communication. An important aspect of the analyses is a diagnosis of hospitals’ promotional activities addressed to external and internal stakeholders, the purpose of which is to create appropriate relationships with patients and the socio-economic environment, and to build a favourable image of the medical establishment. Design/methodology/approach: The research included a study of specialist literature in the field of marketing in healthcare facilities and the execution of two individual in-depth interviews (IDI) with Dr. Radek Neuwirth, director of the Agel Třinec-Podlesí cardiology hospital operating in the border areas of Těšín Silesia in the Czech Republic, and Ms. Monika Kubalíková, PhD., who is the quality manager at this hospital. Findings: The marketing communication of hospitals has a multi-faceted nature. It can be evaluated not only from the perspective of providing information to current and future patients, but also from the point of view of the effectiveness and efficiency of promotional activities. In the long run, the competition for a favourable position in the market of medical services and for the limited financial resources of customers will be won by those hospitals which not only provide a higher standard of medical services, but which are also able to efficiently communicate with entities from the socio-economic environment. A particularly important role in this regard is played by the managerial competences of hospital executives and the optimal selection of the forms and tools of marketing communication. Research limitations/implications: In the future, it would be worthwhile to repeat the research among both actual and potential patients of specialist hospitals as well as representatives of other stakeholder groups. Practical implications: The effective management of a hospital’s marketing communications provides many benefits in terms of their corporate image, which leads to market and financial advantages. The models for the optimal communication between a hospital and the public are constantly evolving, with the main emphasis now being on the growing importance of social media and inbound marketing. Originality/value: The results of the analyses have cognitive and pragmatic value, especially in the context of the implementation of hospitals’ marketing communications with stakeholders.

4

Evolution of the use of social media by the local governments of the Lodzkie voivodship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

417--430

EN

Purpose: The aim of the article is to present changes in the use and basic advantages of social networks in communication of local government units on the example of cities in the Lodz voivodeship. Design/methodology/approach: The study consisted in analysing the content of the official websites belonging to the local governments of the individual cities of the Łódzkie Voivodeship in order to see how information on the social networks used (location of plug-ins) is made available and a review of active profiles on these sites was carried out in order to diagnose what content is published. The survey was conducted in December 2022. The results were cross¬referenced with the corresponding survey carried out in 2019 and 2020. Translated with www.DeepL.com/Translator (free version). Findings: The study showed that out of the 44 cities analysed in the Łódzkie Voivodship, 42 use at least one social networking site. The most common is Facebook - 42 cities have a profile, followed by YouTube - 25, Instagram - 14 and Twitter 7. 3 cities have profiles on 4 sites at the same time, 11 have 3 official profiles on different social networking sites, while another 15 cities have 2 and 13 have one each. For 2 cities, no profiles were found on social networks. The content and frequency of publication on the profiles varies. Translated with www.DeepL.com/Translator (free version). Research limitations/implications: The study did not take into consideration social networks which were less popular at the time of writing (e.g. TikTok - among the cities surveyed, only Łódź has an official profile there). The objectives of the communication activities of individual cities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the cities. It is also possible to extend the research to cities of other voivodships and among the target recipients of communication activities in particular sites. Practical implications: On the basis of the author's audit of the communication activity of cities in the Łódzkie Voivodship on social networking sites, this article suggests that the use of social media is an appropriate tactic in cities' communication, both in the external promotional dimension and in communication with citizens due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

5

Marketing cyfrowy w branży surowcowej – Case Study

Kowal Barbara, Świątek Iga

Inżynieria Mineralna

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2023

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no. 1

321--325

PL

Działania podejmowane przez obecnie działające przedsiębiorstwa w ramach marketingu cyfrowego stają się coraz bardziej ich codziennością. Od czasu pandemii stanowią główną formę kontaktu z klientem, dlatego są tak niezmiernie ważne w działalności każdego przedsiębiorstwa. Niniejszy artykuł przedstawia przeprowadzoną analizę działań marketingowych prowadzonych przez wybrane pięć przedsiębiorstw surowcowych w zakresie marketingu cyfrowego. Badania objęły strony internetowe oraz aktywności analizowanych przedsiębiorstw w mediach społecznościowych. Pokazały jakie działania są podejmowane przez przedsiębiorstwa, czy osiągają one wysoki poziom zaangażowania odbiorców na portalach, na których istnieją oraz co należałoby zrobić, aby wykorzystanie marketingu cyfrowego było skuteczniejsze.

EN

Activities undertaken by currently operating enterprises as part of digital marketing are becoming more and more their daily routine. Since the pandemic, they have been the main form of contact with the client, which is why they are so important in the operation of every company. This article presents an analysis of marketing activities carried out by five selected raw materials companies in the field of digital marketing. The research covered websites and activities of the analyzed enterprises in social media. They showed what actions are taken by enterprises, whether they achieve a high level of audience involvement on the portals where they exist and what should be done to make the use of digital marketing more effective.

6

Modern technological means used by modern companies in marketing communication

Tarapata Jolanta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 159

437--448

EN

Purpose: The purpose of the study is to identify the marketing tools most often used in communication with stakeholders by enterprises located in Poland, with different business profiles, different forms of ownership, differing in ownership capital and number of employees, to show the frequency of their use of modern tools in marketing communication and to determine their position in relation to traditional tools. In addition, to present significant differences between enterprises with the mentioned attributes in the frequency of their use of instruments. Design/methodology/approach: The survey was conducted on a random sample of 225 enterprises in July-September 2020 throughout Poland (16 provinces). The method used in the study was a diagnostic survey. Findings: The results of the research prove that an important feature of marketing communications of modern enterprises is the integration of promotional instruments and activities. Tools based on new technologies are gaining popularity, but they are not displacing traditional tools. The frequency with which organizations use selected marketing tools is determined by various attributes of the organization, i.e. the business profile and size of the organization, especially the ownership capital. Research limitations/implications: The results of the survey prompt a broader and more in-depth analysis of the marketing activities of modern companies in the context of the marketing tools they use. This primarily concerns the determination of the recipients of marketing messages, the frequency of communication with them through selected instruments. Practical implications: The survey results show that foreign-owned companies are using more traditional and new marketing communication instruments. Therefore, companies with Polish capital need to accelerate the integration of promotional instruments and activities in the activity. Originality/value: The article is primarily of cognitive value, emphasizing the importance of modern technologies in the marketing activities of enterprises. Consequently, it can be an element that stimulates the management of modern organizations to seek and apply marketing instruments using the latest technological solutions to reach specific groups of stakeholders.

7

Identification of areas for optimising marketing communications via AI systems

Bajak Maria, Majerczyk Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 160

25--38

EN

Purpose: The main objective of this article is to identify areas for optimizing marketing communication via artificial intelligence solutions. Design/methodology/approach: In order to realise the assumptions made, an analysis and evaluation of exemplary implementations of AI systems in marketing communications was carried out. For the purpose of achieving the research objective, it was decided to choose the case study method. As part of the discussion, the considerations on the use of AI undertaken in world literature were analysed, as well as the analysis of three different practical projects. Findings: AI can contribute to the optimisation and personalisation of communication with the customer. Its application generates multifaceted benefits for both sides of the market exchange. Achieving them, however, requires a good understanding of this technology and the precise setting of objectives for its implementation. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. Practical implications: The conclusions of the study can serve to better understand the benefits of using artificial intelligence in communication with the consumer. The results of the research can be used both in market practice and also serve as an inspiration for further studies of this topic. Originality/value: The article reveals the specifics of artificial intelligence in relation to business activities and, in particular, communication with the buyer. The research used examples from business practice.

8

Social media in the communication between the cities of the Łódź Voivodeship and stakeholders during the Covid-19 pandemic

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 152

233--244

EN

Purpose: The aim of this article is to present the basic values of social media in the communication between local government units during the Covid-19 pandemic on the example of the cities in the Łódź voivodeship. Design/methodology/approach: The research carried out consisted in analyzing the contents of official websites run by the local governments of individual cities of the Łódź Voivodeship in order to check how information about the social networks used (plugin locations) is made available. The active profiles on these websites were reviewed in order to diagnose what content is published. The study was conducted in September 2020. The results were compared to a similar study carried out a year earlier. Findings: The study has shown that out of 44 analyzed cities in the Łódź Voivodeship, 40 use at least one of the social networking sites. Most often, it is Facebook – 40 cities have their own profile, then YouTube – 19, Instagram and Twitter – 7 each. Nine cities have 3 official profiles on various social networks simultaneously, and another 15 cities – 2. No profiles on social networks were found for 5 cities. With regard to the duration of the Covid-19 pandemic, all cities that have actively used social media, have shared content related to the situation mainly through Facebook. Research limitations/implications: The study did not take into account social networks that were less popular at the time of writing the article (e.g. TikTok, GoldenLine, Pinterest). The objectives of the communication activities of individual cities are unknown. This can be part of further research through in-depth interviews with those promoting their respective cities. It is also possible to extend the research to cities from other voivodeships. Practical implications: Based on the author’s audit of the communication activity of the cities in the Łódź Voivodeship on social networks, this article suggests that the use of social media is an appropriate tactic in city communication, both in terms of promotion and communication in crisis conditions, due to the participatory, interactive, open, and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author’s audit of the activity of the cities of the Łódź voivodeship in the social media.

9

Commercialization Processes of Innovative Solutions Developed at the KOMAG Institute – Thresholds and Barriers

Malec Małgorzata, Stańczak Lilianna

Multidisciplinary Aspects of Production Engineering

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2021

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Vol. 4, Iss. 1

266--280

EN

Commercialization processes of research and development project results are costly and risky. That is why it is indispensable to analyze all the advantages and disadvantages very thoroughly as well as to identify potential risks and barriers which may emerge during commercialization processes of innovative solutions. The Authors presented in the article the results of their research work results oriented onto an identification potential barriers based on analyses of case studies carried out according to the Integrated Commercialization Model (ICM), developed by them. They highlighted the role of marketing communication in commercialization processes, giving some examples of mistakes commonly made and suggesting a new paradigm of marketing activities with use of the state-of-the-art efficient carriers of marketing information e.g. Internet, Intranet, Social Media etc. Marketing communication is presented as a complex tool enabling to strengthen collaborative relationships between science and industry within the framework of creating and implementing innovative solutions. The article also contains some recommendations and guidelines concerning thresholds and barriers impeding a successful transition of commercialization processes of R&D results and of technology transfer.

10

Komunikacja marketingowa jednostek naukowych w kontekście współpracy z producentami środków smarowych w Polsce

Niemiec Piotr

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

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Nr 82

199--214

PL

Jedną z grup interesariuszy jednostek naukowych są firmy będące producentami środków smarowych w Polsce. Warunkiem efektywnej współpracy jednostek naukowych z tą grupą interesariuszy jest podtrzymywanie procesu komunikacji marketingowej z wykorzystaniem właściwie dobranego spektrum narzędzi komunikacyjnych. Celem artykułu jest rozpoznanie opinii i preferencji firm będących producentami środków smarowych w Polsce wobec komunikacji marketingowej z polskimi jednostkami naukowymi. W artykule przedstawiono wyniki badań przeprowadzonych w II kwartale 2020 roku metodą ankietową wśród firm będących producentami środków smarowych w Polsce. W wyniku badań przeprowadzonych wśród 21 z 32 zidentyfikowanych producentów środków smarowych w Polsce stwierdzono m.in., że ponad połowa ankietowanych firm utrzymuje sporadyczne kontakty z jednostkami naukowymi lub nie utrzymuje ich wcale. Producenci środków smarowych w Polsce postrzegają jednostki naukowe przede wszystkim jako zewnętrzne laboratoria analityczne, a dopiero w dalszej kolejności jako dostawców technologii. Żadna z ankietowanych firm nie oceniła stopnia wykorzystania przez jednostki naukowe narzędzi komunikacji marketingowej jako wysokiego albo bardzo wysokiego. Jako preferowane narzędzia komunikacji z jednostkami naukowymi respondenci wskazali korespondencję elektroniczną i spotkania bezpośrednie. Uzyskane wyniki posłużyły do sformułowania rekomendacji dla działań jednostek naukowych w obszarze komunikacji marketingowej z tą grupą interesariuszy.

EN

One of the groups of stakeholders of scientific institutions are lubricants manufacturers in Poland. The effective cooperation of scientific institutions with this group of stakeholders is possible only if the marketing communication process is constantly improved with the use of a properly selected range of marketing communication tools. The aim of this article is to identify the views and preferences of companies which are lubricants manufacturers in Poland towards marketing communication with Polish scientific institutions. This article presents the results of surveys carried out in the second quarter of 2020 in companies which are lubricants manufacturers in Poland. The results of the studies conducted among 21 out of 32 identified lubricant manufacturers in Poland state, among others, that over half of the surveyed companies have sporadic contacts with scientific institutions or do not have any contacts at all. Lubricants manufacturers in Poland perceive scientific institutions primarily as external analytical laboratories and only later as technology suppliers. None of the surveyed companies assessed the degree of use of marketing communication tools by scientific institutions as being high or very high. Respondents named electronic correspondence and face-to-face meetings as the preferred tools for communication with scientific institutions. The obtained results were used to formulate recommendations for actions of scientific institutions in the area of marketing communication with this group of stakeholders.

11

Dermocosmetic packaging as an instrument of marketing communication

Malinowska Paulina

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

|

Nr 82

159--171

EN

The aim of the study was to identify and assess of importance of the information placed on unit packaging of dermocosmetics, which are perceived and analysed by consumers during the purchase process. A direct personal interview survey covered a group of female consumers making regular purchases of dermocosmetic products. The survey has revealed that dermocosmetic packaging is an essential medium of information on the packed product for respondents. For female respondents, key information placed on the dermocosmetics’ packaging includes: purpose of the product, description of its cosmetic action, expiry date/PAO, use instructions, declared active ingredients, and “free-from” declarations. Less important is the following information: on conducted tests of dermocosmetics, brand, manufacturer, product name, product weight, detailed product composition (ingredients), recommendation of independent institutes and promotional information. The least important are: pro-quality and ecological information, country of origin, information on packaging material, as well as the manufacturer's website and info line. Correct adjustment of markings placed by the manufacturers is necessary if they want to effectively use the dermocosmetics’ packaging as a medium of information in marketing communication.

PL

Celem pracy była identyfikacja i ocena znaczenia informacji zamieszczonych na jednostkowych opakowaniach dermokosmetyków, które są postrzegane i analizowane przez konsumentów w procesie zakupu. Przeprowadzono bezpośrednie indywidualne wywiady kwestionariuszowe wśród konsumentek deklarujących regularne zakupy dermokosmetyków w aptekach. Badanie wykazało, że dla respondentek opakowanie jest istotnym nośnikiem informacji o zawartym w nim dermokosmetyku. Kluczowymi informacjami analizowanymi przez konsumentki są: przeznaczenie produktu, opis jego działania, termin jego trwałości, instrukcja użytkowania, deklarowane składniki aktywne oraz deklaracje o braku niektórych składników. Mniejsze znaczenie dla konsumentek mają informacje o przeprowadzonych badaniach dermokosmetyków, marce, producencie, nazwie produktu, jego wadze, szczegółowym składzie chemicznym produktu (INCI – Ingredients), rekomendacjach niezależnych instytutów oraz informacje promocyjne. Najmniej ważne dla konsumentek są informacje projakościowe i ekologiczne, jak również te dotyczące kraju pochodzenia, materiału opakowania czy strony internetowej i infolinii producenta. W celu skutecznego wykorzystania opakowania jako medium informacji w komunikacji marketingowej dermokosmetyków konieczna jest właściwa korekta oznaczeń i informacji umieszczanych przez producentów.

12

Social media used by local governments of the Lodz voivodeship

Woźniakowski Mariusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

|

z. 146

533--542

EN

Purpose: The purpose of the article is to present the assumptions of social media and their values in the communication of local government units on the example of cities in the Lodz region. Design/methodology/approach: The conducted study consisted in analyzing the content of official websites belonging to local governments of individual cities of the Lodz voivodship to see how information about social networking sites used (plug-in location) and the profiles themselves in these media are communicated in order to check what and how is published. The survey was carried out in October 2019. Findings: The study showed that out of the 44 cities analyzed in the Łódź Voivodeship 37 use at least one of the social networking sites. Most often it is Facebook - 36 cities have their profile, then YouTube – 19, Instagram – 7 and Twitter – 6. 9 cities have 3 official profiles on different websites at the same time, and another 13 cities – 2 each. For 7 cities, no profiles were found on social networking sites. Research limitations/implications: The study did not include less popular social networking sites (e.g. TikTok, GoldenLine, Pinterest). The goals of communication activities by the promotion offices of individual cities are unknown. This can be part of further research through in-depth interviews with people responsible for promoting cities. Possible extension of research to cities of other provinces. Practical implications: Based on the author's audit of the communication activity of the cities of the region on social networking sites, this article suggests that the use of social media is an appropriate tactic in promoting cities due to the participative, interactive, open and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media.

13

Marketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian voivodeship

Andruszkiewicz Krzysztof, Schulz Maciej

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

|

z. 146

9--20

EN

The main goal of this study is to present the essence and the importance of marketing communication in the functioning of local governments. Design/methodology/approach: The study incorporates the results of a study on various aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. As part of the study, specific marketing communication activities that were used by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been identified. The subject of the assessment were consisted in those marketing communication methods that are used by local governments, due to the specificity of the activities carried out by municipalities. Findings: The results of the study indicate that many local governments representing large urban or urban-rural municipalities underestimate the importance of the activities that can be undertaken in this regard. Vast majority of the local governments covered by the study only use individual marketing communication tools, limiting themselves to advertising, public relations or personal promotion activities. Practical implications: The results of the study allowed identification of a different solutions, which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can be used by other local governments in Poland. Social implications: The paper indicates on many useful solutions, that are related to the training of the officials in the methods and tools used for creation of proper relations with the stakeholders. Originality/value: This paper presents selected results of the study on various aspects associated with marketing management in the municipalities of the Kuyavian-Pomeranian Voivodeship. One of the research objectives was to identify and evaluate the marketing communication activities that have been undertaken by the municipal offices in the Kuyavian-Pomeranian Voivodship over the past 5 years.

14

Ekoprojektowanie oraz polityka informacyjna jako elementy jakości środowiskowej opakowania

Karwowska Joanna

Przegląd Papierniczy

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2020

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R. 76, nr 3

164--167

PL

W artykule przedstawiono dwa podstawowe wymogi stawiane produktom i ich elementom, takim jak opakowania, w kontekście jakości środowiskowej. Są to projektowanie zgodne z zasadami ochrony środowiska oraz właściwa komunikacja marketingowa w tym zakresie. Wskazano, iż elementy informacji, przekładające się na praktyczną realizację recyklingu są nie mniej istotne niż sama przydatność do ponownego użycia. Podkreślono, że dopasowanie komunikatu do możliwości percepcyjnych nabywcy jest odpowiedzialnością producenta.

EN

The text presents two basic requirements for the product and its components, such as packaging, in the context of environmental quality. These are design compliant with the principles of environmental protection and appropriate marketing communication in this area. It was pointed out that the information elements that affect the practical implementation of recycling are no less important than the re-usability alone. It was emphasized that matching the message to the buyer’s perceptive capabilities is the producer’s responsibility.

15

The marketing communication innovations in relations with customers of catering enterprises – case of Poland®

Tul-Krzyszczuk Agnieszka, Gębski Jerzy, Jeznach Maria, Maciąg Agnieszka

Postępy Techniki Przetwórstwa Spożywczego

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2020

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nr 1

185--194

EN

The article of the study was the analysis of innovative activity in the field of marketing communications in companies catering in Poland for 2014-2016. It has been shown that in most companies changed the aesthetics of the interior of the premises or introduced other creative modifications, eg. new dishes, menu cards, logos, or whether the ambient. Managers implemented new or significantly changed ways of communicating with the client, including the methods of selling and providing services (eg. e-marketing, delivery of meals at home). The effect of the marketing novelties implemented was to increase the range of product or service offer, company prestige and share and competitiveness on the market.

PL

Celem artykułu jest analiza aktywności innowacyjnej w obszarze komunikacji marketingowej w przedsiębiorstwach gastronomicznych w Polsce w latach 2014-2016. Wykazano, że w przedsiębiorstwach najczęściej zmieniano estetykę wnętrza lokalu lub wprowadzano inne twórcze modyfikacje, np. nowe potrawy, karty menu, logo, obiektu czy otoczenia. Przedsiębiorcy wdrażali nowe lub istotnie zmieniali sposoby komunikacji z klientem, w tym również metody sprzedaży i świadczenia usług (tj. e-marketing, dostawa posiłków do domu). Efektem wdrażanych nowości marketingowych było powiększenie asortymentu oferty produktowej lub usługowej, prestiżu firmy oraz udziałów i konkurencyjności na rynku.

16

Obecność samorządów lokalnych w mediach społecznościowych w Polsce

Romanowski R., Szymkowiak A.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2018

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z. 129

447--459

EN

The aim of the article is to identify the level of social media use by local governments in Poland and to identify changes in the use of social media in 2014-2018. Full studies were carried out among 380 counties (NUTS 4) in Poland. In the population, the use of social media was identified on the example of Facebook and the analysis of the number of fans of this form of communication was carried out. The analysis consists regional level and the division into rural (314) and urban (66) counties. It can be pointed out that there has been an increase in the number of counties using Facebook by 71 fanpages, which is over 18% growth. There has also been a significant increase in the number of fans in both cities and other poviats. The analysis points to regional disparities (between different regions). The Counties with above-average interest among fans have been identified which can be the reference for conducting an active policy in the field of territorial marketing. The full study made it possible to carry out an accurate diagnosis of the current situation of the level of use of modern communication tools by counties.

PL

Celem artykułu jest identyfikacja poziomu wykorzystywania mediów społecznościowych przez powiaty oraz określenie zmiany w wykorzystaniu mediów społecznościowych w latach 2014-2018. Przeprowadzono badania pełne wśród 380 powiatów w Polsce. W omawianej populacji dokonano identyfikacji wykorzystywania mediów społecznościowych na przykładzie Facebooka oraz przeprowadzono analizę liczebności odbiorców tej formy komunikacji w ujęciu regionalnym i w podziale na powiaty i miasta na prawach powiatu. Po analizie zgromadzonych danych można wskazać że nastąpił wzrost liczby powiatów korzystających z Facebooka o 71 fanpage’ów, co stanowi ponad 18-procentowy przyrost. Nastąpił też znaczący wzrost liczby odbiorców zarówno w przypadku miast na prawach powiatu, jak i pozostałych powiatów. Przeprowadzona analiza wskazuje na dysproporcje regionalne (pomiędzy różnymi regionami). Zidentyfikowano powiaty, w ramach których urzędy prowadzą komunikację z odbiorcami, skutkującą ponadprzeciętnym zainteresowaniem wśród mieszkańców, turystów czy inwestorów co powinno być ważnym punktem odniesienia dla prowadzenia aktywnej polityki w zakresie marketingu terytorialnego. Badanie pełne umożliwiło przeprowadzenie dokładnej diagnozy aktualnej sytuacji poziomu wykorzystania współczesnych narzędzi komunikacji przez powiaty.

17

An analysis of online consumer shopping behaviour

Sulastini, Fedorko I., Bačík R., Fedorko R.

Polish Journal of Management Studies

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2018

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Vol. 18, No. 2

338--349

EN

The objective of the article is to sum up the theoretical basis of the issue, analyse shopping behaviour of consumers on the Internet in terms of applied marketing activities and research the contexts based on selected factors influencing the purchasing behaviour of consumers on the Internet. In the first part of the article, it focuses on the theoretical definition of marketing communication and its various instruments. Other parts of the article focus on the theoretical basis regarding the shopping behaviour of consumers and new online trends in this regard. The research part of this article consists of a quantitative research carried out using an electronic questionnaire and assumptions made based on the previous theoretical analysis. The questions focused on the subjective opinion of the respondents who shop through the Internet under the influence of different marketing factors. Based on these results, the last section of the article outlines proposals and recommendations within the framework of effective online marketing communications with regard to the sale of goods and services on the Internet. In conclusion, the study points out the need to include online activities in the marketing activities of companies and thus reach a wider range of users.

PL

Celem artykułu jest podsumowanie teoretycznych podstaw problemu, analiza zachowań zakupowych konsumentów w Internecie pod kątem stosowanych działań marketingowych oraz badanie kontekstów w oparciu o wybrane czynniki wpływające na zachowania zakupowe konsumentów w Internecie. W pierwszej części artykułu skupiono się na teoretycznej definicji komunikacji marketingowej i jej różnych instrumentów. Inne części artykułu koncentrują się na teoretycznych podstawach dotyczących zachowań zakupowych konsumentów i nowych trendów internetowych w tym zakresie. Część badawcza tego artykułu składa się z badań ilościowych przeprowadzonych za pomocą elektronicznego kwestionariusza i założeń dokonanych na podstawie wcześniejszej analizy teoretycznej. Pytania dotyczyły subiektywnej opinii respondentów, którzy dokonują zakupów w Internecie pod wpływem różnych czynników marketingowych. Na podstawie tych wyników w ostatniej części artykułu przedstawiono propozycje i zalecenia w ramach skutecznej komunikacji marketingowej online w odniesieniu do sprzedaży towarów i usług w Internecie. Podsumowując, badanie wskazuje na potrzebę uwzględnienia działań online w działaniach marketingowych firm, a tym samym dotarcia do szerszego grona użytkowników.

18

Nutrition problems of the modern world

Trojanowski T.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2017

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z. 105

531--538

EN

The subject of this work is focused on the problems of famine and malnutrition in the world. The introduction of the article highlights the existing level of diversity of life on a global scale and common problems of famine mainly in African countries. The following part of the study identifies the causes of famine in the world. The oversupply of products and food waste is highlighted. The second chapter presents the problem of consumerism that occurs among populations of developed and developing countries. It also points to the marketing practices of businesses – advertising in order to induce purchasing impulse among consumers. Sustainable marketing communications is presented as a way to counteract the problems related to food. The final part of the paper is a summary.

PL

Tematyka opracowania skupia się wokół problemów głodu i niedożywienia na świecie. We wstępie artykułu zwrócono uwagę na istniejące zróżnicowanie poziomu życia w skali globalnej i występujące problemy głodu głównie w państwach afrykańskich. W dalszej części wskazano przyczyny głodu na świecie. Zwrócono uwagę na nadmierną podaż produktów oraz marnotrawienie żywności. W rozdziale drugim przedstawiono problem konsumpcjonizmu, jaki występuje wśród społeczeństw rozwiniętych i rozwijających się. Wskazano także na praktyki marketingowe przedsiębiorstw – reklamę w celu wywołania impulsu zakupowego wśród konsumentów. Przedstawiono zrównoważoną komunikację marketingową jako sposób przeciwdziałania problemom żywnościowym. W końcowej części zamieszczono podsumowanie.

19

Specyfika komunikacji marketingowej w procesie komercjalizacji wiedzy w jednostkach naukowych

Milczarek S.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Łódzka

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2017

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z. 68

75--88

PL

Artykuł prezentuje zagadnienie komunikacji marketingowej w kontekście procesu komercjalizacji wiedzy w jednostkach naukowych. W rzeczywistości gospodarczej, która wymusza wprowadzanie innowacji alianse nauki i biznesu są nieuniknione. Jak w każdym wspólnym przedsięwzięciu partnerów z różnych kręgów kulturowych nieuchronne są nieporozumienia wynikające z błędów w komunikacji. Na jednostkach naukowych jako stronie inicjującej procesy komercjalizacji spoczywa zatem ciężar doboru odpowiednich narzędzi komunikacyjnych, kanałów przekazu i form komunikatu, a także sposobów odczytania informacji płynących ze sprzężenia zwrotnego. Celem artykułu jest przedstawienie specyfiki komunikacji marketingowej w procesie komercjalizacji wiedzy przez jednostki naukowe.

EN

The article presents the issue of marketing communication in the light of ongoing process of knowledge commercialization in scientific units. In the economical reality which requires innovation implementation the alliance between science and business is inevitable. As in every business undertaking of different partners of different cultural background misunderstandings coming out of communication errors are impossible to avoid. As initiating commercialization processes, scientific units are responsible for selecting proper tools of communication and interaction forms, as well as ways of accurate interpretation of feedback. This article aims to present the character of marketing communication in the process of knowledge commercialization by scientific units.

20

Blogi w kreowaniu wizerunku marki

Wyrwisz J.

Nowoczesne Systemy Zarządzania

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2017

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T. 12, nr 2

203--214

PL

Celem artykułu jest przedstawienie blogów jako ważnych obecnie narzędzi komunikacji marketingowej umożliwiających kreowanie wizerunku marek. Cyfryzacja procesów marketingowych sprawiła, iż blogi stały się efektywnym instrumentem komunikacji z otoczeniem. Zarówno blogi prywatne, jak i firmowe opierają się na tworzeniu i udostępnianiu treści. W odróżnieniu od typowego przekazu promocyjnego, blog nie ma charakteru perswazyjnego, a raczej informacyjny, edukacyjny czy rozrywkowy. Blogi wpisując się w model content marketingu, mogą skutecznie wpływać na odbiorców, formując oceny i pozycjonowanie produktów i marek. W artykule skoncentrowano się na blogach prywatnych o różnej tematyce, które z jednej strony jako medium społecznościowe, z drugiej jako narzędzie marketingu szeptanego mogą istotnie wpływać na percepcję i pozycjonowanie marek, budując ich rynkowy wizerunek.

EN

The aim of the article is presenting blogs as important tools of marketing communication that are helpful in brand image creation. The digitization of marketing processes caused that blogs had become a new and effective instrument of the communication with the market. Both private, as well as company blogs are based on creating and sharing contents. Unlike the typical promotional form, the blog doesn’t have coaxing but rather information, educational or entertainment character. Blogs, fitting perfectly in the model of content marketing, can effectively influence recipients by forming evaluations and positioning of products and brands. The article concentrates on private blogs that as the community medium as well as the tool of whispered marketing can indeed influence the perception and the positioning of brands building their market image.