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1
Content available Lojalność klientów jako cel marketingowy współczesnego przedsiębiorstw
100%
Wilmańska-Sosnowska S. , Uniwersytet Łódzki W. Z.
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2005
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tom 195
EN
The paper presents the problems concern customer loyalty as the company purpose in the current market and the ways of its realization. There are discussed two important matters. The first one is focused on the satisfaction as the necessary condition of loyalty building as well as on the necessity of permanent tests of the satisfaction. The second matter concerns the role of loyalty as marketing purpose of the company, the ways of its creating, specifying optimal customers’ wallet and building customer relation system with using the possibilities which are given by improvement informatical technology.
2
Content available Wprowadzanie
100%
Wilmańska-Sosnowska S. , Uniwersytet Łódzki W. Z.
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2005
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tom 195
3
Content available Lokalne instytucje otoczenia biznesu w rozwoju terenów slabo zurbanizowanych
100%
Zrobek J. , Uniwersytet Łódzki W. Z.
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2008
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tom 215
EN
Insufficient economic development on the underurbanized areas requires intensive action for economical and civilization progress. Basic, increasing role during movement to market tools using in regional development, play business environment institutions. Versatility of support from business environment institutions (first of all help in gaining modern technology solution, access to capital for business, enter into relation with business partners, preparation market offers) what makes them very important part of intensification on the underurbanized areas.
4
Content available Związek pomiędzy zaufaniem do lekarza a postrzeganą jakością usługi medycznej
100%
Krawczyńska A. , Uniwersytet Łódzki W. Z.
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2013
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tom 287
EN
The issue of trust as an ethical foundation of social infrastructure has always aroused intense interest among social scientists. With the development of the concept of relationship marketing, trust and its impact on the efficiency of the organization has also become a subject of research. The results of these studies show indisputably that the acquisition and maintenance of trust is a key factor in building and developing long-term relationships and valuable service. It is essential that there may be a transfer of knowledge, and cooperation agreements between the two sides. Trust is also an essential part of intangible assets. It is not surprising that research on the issues of trust are carried out in different sectors in this important sector of healthcare services. However, due to the multitude of work and research as well as a variety of approaches to the issues of trust, its determinants and consequences, aim of this article is to analyse this issue on the basis of the perceived healthcare service quality.
5
Content available Marketing Activities of Polish Banks Evaluation Attempt
100%
Grzegorczyk W. , Uniwersytet Łódzki W. Z.
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2013
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tom 287
PL
Były one podejmowane w sposób profesjonalny dopiero od połowy lat dziewięćdziesiątych. Systematycznie wzrastała rola badań marketingowych jako przesłanki tworzenia strategii marketingowych banków. Działania te doprowadziły do istotnego postępu polityce produktu, dystrybucji i promocji. Systematycznie wprowadzane były innowacje produktowe i rozbudowywana bankowa sieć stacjonarna, internetowa i mobilna. Także działania promocyjne były profesjonalnie przygotowane i realizowane.
6
Content available Zarządzanie wizerunkiem firmy przy wykorzystaniu inbound marketingu na przykładzie fan page
100%
Stopczyńska K. , Uniwersytet Łódzki W. Z.
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2013
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tom 287
EN
Creating a corporate image/brand in the world today is almost the duty of every company. That’s what is most important, however, is the fact that it should be the result of the strategy we adopt, and the plan by which the image will be managed. Inbound marketing gives us the opportunity to inspire customers not only with our products, but also to explore the world of our company. A customer who finds it as a permanent part of himself feels the bound with us – treats your company as someone close to him. This special relationship is based on the management, we can create an image using a very popular, but the same demanding medium like fan page. Providing customers with a space where they can exchange views, opinions with other users and provides a great opportunity to create a whole community of people who look at a company in a similar way – a way that we as a company helped to create. The basis for such action is knowledge – about the client, but also about ourselves as a company.
7
Content available Media społecznościowe i ich potencjał w generowaniu wartości dla organizacji
100%
Łaszkiewicz A. , Uniwersytet Łódzki W. Z.
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2013
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tom 287
EN
The article presents the issues of social media and their potential use in organizations in order to generate value for employees, customers and investors. In addition to value definitions, which is now regarded as one of the main determinants of achieving a competitive advantage in the market, the author discusses the concept of social media. Author also describes distinguish features of the Social Era that create potentially new areas of value creation and discusses the role of the client in this process.
8
Content available Wprowadzenie
100%
Wilmańska-Sosnowska S. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
LA
Wstęp do Acta Universitatis Lodziensis. Folia Oeconomica nr 168
9
Content available Partnerskie relacje w kanałach rynku
100%
Iwińska-Knop K. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
Development of new forms of co-operation in market channels is reflected by the usage of relationship marketing. It is based on the idea of corporate behaviour relying mostly on a build up of long term trust relationship between partners which is mutually adventageous. This concept goes beyond traditional transactions relations. The article points at characteristics, goals and assumptions of relationship marketing. Based on observations of market behaviours of polish enterprises in the years 1998-2001, the author considers activities aimed at creating these relationship as well as their understanding by management. It can be concluded that acceptance of this concept is no longer a choice but a must highly influencing marketing success in the distribution channel.
10
Content available Strategie produktu banków
100%
Grzegorczyk W. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
In their practice the banks use different kinds of product strategy. They depend among other things, on the run of the life cycle of the bank product. It seems that its run is different than for customer products. The lack of the customer-innovator groups makes that in the life cycle of the bank product the first phase is short and the second and third phases are longer at the first and second phases are united and third phase is longer. The bank product rarely comes to the fourth phase.
11
Content available Kształtowanie cen produktów w działaniach marketingowych przedsiębiorstw
100%
Zrobek J. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
Since the transformation of the economy, pricing policy in enterprises also has changed. Our study enable to confirm that there is a quite considerable change in pricing policy which not always can follow market expectation. Some firms apply traditional cost plus pricing but most of them try to orient their prices to their average level in the whole branch. Such behaviour is supported by applying factory prices. However pricing demad oriented approach has not been applied by them in sufficient way so far. Using of this method is the most adequate to market situation and will have to take place in the future. Innovative pricing policy based on real market conditions is indispensable.
12
Content available Strategie stosowane w marketingu dóbr przemysłowych
100%
Golik-Górecka G. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
The paper tries to define the difference between a marketing strategy and a tactic in industrial marketing. The tactics are part of a coherent strategy. The problems are connected with (methods of grouping or classifying strategies, generally) three approaches to classifying strategies in thery and into practice. The first way: matrix of Ansoff, second way to classify strategies is based on the distinction between primary and selective demand and third one sets Porter’s three generic strategies. The paper presents the results of the research among Polish building construction machinery equipment enterprises. The author presents four analysis of the conjunction between projects of strategy versus implementation of strategy.
13
Content available Marketing personalny - założenia i praktyka polskich firm
100%
Biesaga-Słomczewska J. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
Human resources are every company’s greatest asset. Organizations that want to meet challenges o f today need to implement Human Resources Management Strategy along their Corporate Business one. In the literature one considers two management concept: hard and soft. Unlike the hard one, soft concept is based on human element as being central to the whole o f the management process. One of the soft solutions is a use of personnel marketing, considering perception o f an employee as a customer. Benefits are exchanged between an employer and an employee. In Polish enterprises, not always is this relationship widely understood - recruitment, reduction or motivation practices from the article are a proof of that. Results of empirical studies from 1998-2000 are another example on the subject of personnel policy in Polish companies
14
Content available Kierunki zmian w strukturze wykorzystania środków przekazu reklamowego
100%
Kozielski R. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
The article presents the scope of using of the different advertising media. The discipline of marketing is going through significant changes - this is the starting point of consideration. Such changes have been noticed in the promotional activities, as well. The new concept of the integrated marketing communication is the manifestation of these changes. Author, based on his research, evaluates and discusses the consequences of the specific structure of using advertising media in Poland. Finally, the paper indicates the main directions of changcs that should occur on Polish advertising media market.
15
Content available Handel elektroniczny w Polsce - stan obecny i perspektywy rozwoju
100%
Gregor B. , Stawiszyński M. , Uniwersytet Łódzki W. Z.
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2003
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tom 168
EN
Article concentrates on explanation of essence of electronic commerce, its current condition and prospects of development. The aim of the article is to explain basic notions such as e-commerce, e-business, e-economy. It analyses e-commerce conditions and evolution in B2C and B2B sectors. Forecast of development of e-commerce in Poland does not seem to be comforting. 2006-2008 is expected to become an era of e-commerce. Electronic business will go out from phase of experiment and it will proceed for period of maturity.
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