Wyniki wyszukiwania - Biblioteka Nauki

1

Budowanie relacji partnerskich między dostawcami a klientami na rynku B2B

100%

Urbaniak M.

Logistyka

|

2008

|

tom nr 3

54-57

2

CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges

100%

Kang S. J. , Rice J. A. , Hambrick M. E. , Choi C.

|

tom 81

|

nr 1

36-46

3

Bezwzględny zakaz reklamy kancelarii adwokackich w realiach współczesnego funkcjonowania rynku usług prawniczych

100%

Zadęcka E.

Przegląd Prawa i Administracji

|

2018

|

tom 115

97-106

EN

Running a lawyer’s office in the current realities of the legal services market is a challenge. An advocate must possess not only legal knowledge but also demonstrate knowledge of market mechanisms. Nowadays, the client decides which lawyer to choose, and this forces lawyers to take action in order to acquire and maintain clients. Hence, marketing instruments (typical for other service markets) are increasingly used to build and achieve market advantage. However, there are numerous barriers on the legal services market that hinder or even prevent extensive marketing activities. Advertising is the main concern here, as its use by attorneys is strictly prohibited. The question arises as to whether in the present reality the provision contained in the Collection of Rules on Barrister’s Ethics and Dignity of Profession and other regulations limiting the use of marketing should not be subject to liberalization.

4

UZASADNIANIE DECYZJI JAKO NARZĘDZIE MARKETINGU POLITYCZNEGO POZA OKRESEM KAMPANII WYBORCZEJ. ANALIZA ZAWARTOŚCI TRZECH TYGODNIKÓW LOKALNYCH

100%

Furman W.

Polityka i Społeczeństwo

|

2013

|

nr 1(11)

89-101 (13)

EN

Contemporary election campaigns are not limited to formally determined periods. This article is based on the assumption that local authorities conduct continuous cam-paigns to canvass for votes. The intention of this article was to check how local authori-ties had justified controversial political decisions. The content of three local weeklies from Podkarpackie voivodship coming from two periods of four weeks in May-June and October-November 2012 was analysed. It was discovered that all four categories of justifying controversial political decisions were present in the publications of each weekly.

5

Metoda oceny autoryzowanych sprzedawców przedsiębiorstwa górniczego.

100%

Bluszcz A. , Manowska A.

Prace Naukowe Instytutu Górnictwa Politechniki Wrocławskiej. Konferencje

|

2007

|

tom Vol. 120, nr 49

71-80

PL

W referacie przedstawiono system organizacji sprzedaży węgla w segmencie odbiorców detalicznych na przykładzie wybranego przedsiębiorstwa górniczego. Zaprezentowano procedury doboru i klasyfikacji autoryzowanych sprzedawców prowadzących handel węglem na terenie kraju. Przedstawiono przykłady kryteriów, według których należy przeprowadzać systematyczną ocenę współpracy z autoryzowanymi sprzedawcami oraz koncepcję metody oceny autoryzowanych sprzedawców do wdrożenia w wybranym przedsiębiorstwie górniczym.

EN

The paper presentes system of products distribution in coal industry with a detail segment of customer. Authors analyse advantages of selective distribution solutions. Authors present procedure of selection the authorized sellers and methods of rating them by the coal mining company.

6

Marketing relacji. Koncepcja i stosowanie

100%

Otto J.

Zeszyty Naukowe. Rozprawy Naukowe / Politechnika Łódzka

|

1999

|

tom Z. 265

3-445

EN

The marketing mix paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years ago. Today new approaches have been emerging in marketing research. The evolving recognition of the importance of customer retention and of customer relationship economics reinforce the change in mainstream marketing. Relationship marketing is one leading new approach to marketing. A major shift in the perception of the fundamentals of marketing is taking place. Undoubtedly discussion of the concept of relationship marketing is one of the more prominent of a larger scale re-evaluation of the role and direction of development of marketing but there is a great lack in literature describing this new discipline. Especially in Poland the concept of relationship marketing is almost unknown. This paper is concerned with the development of a general framework for relationship marketing. Firstly it discusses transactional marketing and the marketing mix concept, the new trends in marketing, secondly it identifies the major criticism of the transactional approach, thirdly it examines current approaches to relationship marketing including first of all the "six markets model". The next part of this paper concentrates on key aspects of relationship marketing: quality, internal marketing, individualised communication and special loyalty programs. The critical analysis of relationship marketing is presented at the last part of this paper. Finally the author presents proposition of the new marketing model based on the relationship approach. The proposed model may be useful as a guide for managers in our country and help them to improve their marketing activity.

7

Zastosowanie marketingu relacji w duszpasterstwie

88%

Lipiec D.

Polonia Sacra

|

2022

|

tom 26

|

nr 1

81-98

PL

Relationship marketing consists in building long-term customer relationships in order to provide the customer with certain values. It aims to satisfy the customer’s needs and expectations as well as creating and fostering his satisfaction. Although the Church is not an organization which provides certain products or services, she can make use of relationship marketing mechanisms in her ministry. Pastoral care uses the segmentation of “customers” - the addressees of the Church’s ministry, on the basis of their needs and their religious conditions. Marketing sciences indicate four stages of relationship marketing: formation, management, evaluation of results and evolution. All of these are used in Catholic pastoral care.

8

Measuring Customer Retention in the European Automotive Sector

88%

Sliż P. , Delinska L.

|

tom 29(3)

63-85

EN

Purpose: The main purpose of the work is to present the results of the customer retention level in the automotive sector based on the proposed measurement indicators: “serviced and sold” (SESO) and “sold and serviced” (SOSE). Design/methodology/approach: The study investigates the dealership of passenger cars belonging to one of the European automotive concerns. The following research methods were used in the article: systematic literature review, participant observation, and data mining. Findings: As a result of the implementation of empirical proceedings, we proposed a theoretical model in terms of data flow in sales and aftersales service processes, thus enabling the design of SOSE and SESO retention indicators and their empirical verification in the examined organization. Research limitations/implications: The presented indicators can be widely used in the analysis of retention of aftersales service clients. However, the presented research results cannot be applied to other organizations that provide similar results due to the non-probabilistically selected company. Practical implications: The proposed indicators can be used by other organizations in different industries in assessing the level of retention in manufacturer-user and seller-user relations. Originality/value: The study provides tools that allow for retention analysis from both the customer and product viewpoint. The concept has a universal value for enterprises that conduct sales and aftersales services under one structure.

9

Marketing of Higher Education: Future Challenges

88%

Domański T.

Management and Business Administration. Central Europe

|

2014

|

tom 22

|

nr 4

118-132

EN

Purpose: The aim of the study is to analyse marketing challenges facing Polish public universities. Polish universities must urgently adjust their educational offers to deep declines in internal demand and to increased internationalisation of the educational market. The author explores the impact of management decentralisation in faculties of higher education institutions upon their market orientation, relationships with the external world and commercialisation of educational services targeting foreign students. Methodology: The study is based mostly on direct observations and an extensive review of international literature devoted to the model of the university of the future and its relationships with the environment. The author has been lecturing on marketing for many years; he also manages educational business programmes at a large public university in Poland where he acts in the capacity of a dean. Findings: Future universities should develop an array of services based on the relationship marketing with key strategic partners (business, local authorities, students and graduates). The idea of a modern educational service should be based on an individual approach to students expanded with complementary services. Educational services should be developed interactively in cooperation with key stakeholders. Practical implications: Polish public universities should become more marketing oriented and develop a set of commercial educational services addressed to foreign students and to entrepreneurial and internationally-oriented Polish students . Originality/value: Conclusions formulated by the author result from his long personal experience and knowledge of the specificity of the educational market in Poland and across the world and his experience in managing an interdisciplinary faculty of a large public university. The interdisciplinary approach to the subject combines elements of the relationship marketing and interactive development of new educational services.

10

The relational context of creating customer portfolio analyses

88%

Rudawska E.

Acta Scientiarum Polonorum. Oeconomia

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2015

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tom 14

|

nr 2

EN

Over the past two decades customer relationship management has emerged as a key domain in marketing research and practice. In this context customer relationship portfolio thinking has become highly topical. The customer portfolio analysis, as a management tool, enables the company taking proper decisions about the kind of relationships that should be created by the firm. Because firms have only limited amount of resources to use on their customers, it does not seem rational to treat and develop all relationships in the same way. Instead firms should differentiate the allocation in relation to the value of relationship. This way they can assure long-term performance and lasting competitive advantage. The main aim of the present article is to shed light on the concept of customer relationships portfolio analysis – its importance and dimensions stated in the literature. The author intended to broaden the current understanding of customer portfolio analysis.

PL

Paradygmat relacji już od ponad dwóch dekad jest jedną z bardziej wpływowych koncepcji działań marketingowych zarówno w badaniach naukowych, jak i praktyce biznesu. W tym kontekście analiza portfela relacji z klientami stała się jednym z kluczowym wyzwań dla marketerów. Analiza portfela klientów, jako narzędzie zarządzania marketingowego, umożliwia firmie podejmowanie właściwych decyzji dotyczących rodzaju relacji z klientami, jakie firma powinna nawiązywać i rozwijać. Z uwagi na ograniczone zasoby, jakimi dysponuje współcześnie przedsiębiorstwo nie jest uzasadnione podejście, w którym wszystkich klientów i relacje z nimi nawiązane traktuje się w ten sam sposób. Przedsiębiorstwa powinny koncentrować się na budowaniu różnego rodzaju relacji z różnymi klientami w taki sposób, aby mogły one pomnażać korzyści własne w efekcie prowadzonych działań w długim okresie. Celem opracowania jest omówienie znaczenia analiz portfela relacji z klientami w strategii organizacji oraz zmiennych wykorzystywanych w procesie ich przygotowywania. Intencją autorki była również identyfikacja uwarunkowań związanych ze stosowaniem analiz portfela relacji z klientami w przedsiębiorstwie.

11

Muzeum zorientowane na odbiorcę. Strategie edukacyjne budujące długookresowe relacje z widzem jako usługobiorcą

87%

Rogozińska A.

|

2016

|

nr 41

323-334

EN

This article discusses the role of marketing in the transformation of a museum. The museum should become a service organization with a diverse range of activities, concentred on the audience. There is a real chance that the introduction of relationship marketing in the museum will help it fulfil its mission. Relationship marketing treated as an approach which permeates the all institutional structures and helps to manage the whole museum: it is both the manager path, as well as all museum staff. This marketing is focused not only on promotion and communication, but is also used in shaping the museum educational strategies and planning further institutional activities. From this perspective, marketing is an orientation and a set of specialized practices, it has become a way to understand common values and to achieve specific goals.

12

Crowdfunding as an Internet Tool Used for Establishing Relationships With the Customer – A Concept Paper

75%

Wiścicka-Fernando M.

Problemy Zarządzania

|

2021

|

nr 1/2021 (91)

165-176

PL

Cel: w artykule podjęto problematykę crowdfundingu, który jest nie tylko nowoczesnym narzędziem pozyskiwania funduszy, lecz także ciekawą formą nawiązywania relacji z interesariuszami. Podstawowym celem artykułu jest ukazanie roli crowdfundingu w procesie tworzenia relacji z klientami. Metodologia: artykuł został podzielony na dwie części. W pierwszej omówiono ideę crowdfundingu jako formy pozyskiwania środków oraz zaprezentowano przykłady wybranych kampanii. W drugiej części przedstawiono proces nawiązywania relacji podczas trwania kampanii crowdfundingowych. W artykule wykorzystano jakościową metodę badań, a zaproponowana koncepcja powstała na podstawie przeglądu literatury. Wyniki: emocjonalne zaangażowanie konsumentów w kampanię crowdfundingową jest istotnym elementem budowania relacji i może być rozwijane na każdym etapie prowadzonej kampanii. Budowaniu relacji z konsumentem sprzyjają charakterystyczne cechy (otwartość, zaangażowanie, ciekawość, chęć dzielenia się informacjami, więź emocjonalna, spontaniczność, znajomość z innymi konsumentami). Istotnym jest fakt, że podczas takich kampanii relacje budowane są na zaufaniu, otwartości i zaangażowaniu. Ograniczenia/implikacje badawcze: model został w całości zbudowany na podstawie literatury. Dlatego jako kolejny krok niniejszych badań, autor sugeruje przeprowadzenie badań z podejściem ilościowym. Ponadto podkreśla, że prezentowana koncepcja wymaga weryfikacji empirycznej i takie badania są planowane w przyszłości. Oryginalność/wartość: w artykule przeanalizowano działalność crowdfundingową pod kątem budowania relacji z klientami. Tym samym autor proponuje nowy sposób budowania relacji z klientami poprzez stworzony model koncepcyjny. JEL: M310 Acknowledgements This research received no funds. Suggested Citation: Wiścicka-Fernando, M. (2021). Crowdfunding as an Internet Tool Used for Establishing Relationships With the Customer – A Concept Paper. Problemy Zarządzania (Management Issues), 19(1), 165–176.

EN

Purpose: As a conceptual paper, this article presents the idea of crowdfunding activities, crowdfunding being not only a modern tool of fundraising but also an interesting form of establishing relationships with stakeholders. The primary aim of the article is to show the role of crowdfunding in the process of creating relationships with customers. Design/methodology/approach: The article has been divided into two parts. The first part focuses on the definition of crowdfunding as a form of raising funds and provides examples of selected campaigns. The second part presents the process of establishing relationships during crowdfunding campaigns. The author applied a qualitative approach to meet the research objectives. Moreover, the concept formulation was done through a systematic literature review. Findings: The emotional involvement of consumers in a crowdfunding campaign constitutes a significant element in relation building and may be developed at any stage of the conducted campaign. Specific characteristics support building relations with consumers (openness, involvement, curiosity, willingness to share information, emotional connection, spontaneity, familiarity with other consumers). A major argument is the fact that during such campaigns relations are built on trust, openness and involvement. Research limitations/implications: The model was completely built based on the literature. Thus, as a further step of this research the author strongly suggests conducting research with a quantitative approach. Furthermore, the author stresses that the presented concept requires empirical verification and such research is planned in the future. Originality/value: This article analyzes crowdfunding activity in view of building relationships with customers. Thus, the author of the article shares the new knowledge and suggests the process of building relationships with customers by critically illustrating the created conceptual model. JEL: M310 Acknowledgements This research received no funds. Suggested Citation: Wiścicka-Fernando, M. (2021). Crowdfunding as an Internet Tool Used for Establishing Relationships With the Customer – A Concept Paper. Problemy Zarządzania (Management Issues), 19(1), 165–176.

13

Determinanty marketingu przyszłości

75%

Otto J.

|

tom z. 35

5-15

PL

Marketingowy paradygmat 4P dominuje w praktyce i w teorii od ponad 40 lat. Tymczasem zmiany zachodzące w otoczeniu współczesnego przedsiębiorstwa wymagają przeprowadzenia adekwatnych przeobrażeń w utrwalonych paradygmatach marketingowych. Niniejszy artykuł, uwzględniając najnowsze trendy występujące w gospodarce, sugeruje nowe kierunki rozwoju marketingu.

EN

The marketing mix paradigm has dominated marketing thought and practices since it was introduced almost 40 years ago. Today this paradigm is beginning to lose its position. Based on new determinants other approaches have been emerging in marketing. The purpose of this article is to point out new determinants of future matketing.

14

Marketing relacji

75%

Jasiak M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2013

|

nr 905

91-103

EN

Relationship management as the totality of actions taken to build a loyal group of regular customers can help a company gain access to new customers, while maintaining a balance with regard to its objectives, opportunities and threats in the market and the development of its resources. Relationship marketing, known also as affiliate marketing, is a modern system focused on the individual user, the guiding objective of which is to build long-term relationships with customers, allowing the company to increase profitability and reduce the cost of operations. Given the changes taking place within the enterprise environment, building lasting relationships with customers allows a company to achieve competitive advantage. An element conditioning the stability of the relationship is, however, knowledge about the modern economy – the most valuable resource on the market – the collection and appropriate use of which form the basis for making decisions of a strategic nature and designing the company’s marketing strategy.

15

Blogi korporacyjne w kreowaniu relacji z klientami

75%

Wyrwisz J.

Nierówności społeczne a wzrost gospodarczy

|

2016

|

tom 45

437-448

XX

The purpose of the article is to describe corporate blogs, also called company blogs, as im-portant marketing instruments enabling building and holding relations with modern customers. In the era of marketing processes digitization blogs became modern and valuable tools of communi-cation with the company’s environment. They are based on a simple outline of action by making available contents, which is being addressed to widely understood social environment, particularly to potential and current customers. The contents must however attractive and useful for the reci-pient to attract his attention and to raise the interest and commitment. In this way blogs allow to interact with customers and in consequence to strengthen the relation. Blogs effectively use current trends in communication with the environment and unique features offered by the Internet. Dissertations in the article are being kept around the thesis: under the conditions of the digiti-zation of the communication of the organization with the environment corporate blogs can be the tool of creating the bond with customers. The article presents a research approach leaning against preliminary research of the writing and empirical examinations were presented. The article indi-cates the definition of the blog, characteristics and kinds of blogs and a role of corporate blogs. Based on empirical examinations the estimation of using corporate blogs in creating proactive and partner relations with customers was given. An essential interest of customers in company blogs was observed. Customers perceive them as the important tool of communicating with the organiza-tion, assigning also the role of establishing closer relations. Respondents showed significant attrib-utes a company blog should have and key elements of creating the relation.

16

Zarządzanie wizerunkiem firmy przy wykorzystaniu inbound marketingu na przykładzie fan page

75%

Stopczyńska K. , Uniwersytet Łódzki W. Z.

Acta Universitatis Lodziensis. Folia Oeconomica

|

2013

|

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.

17

Determinants, Advantages and Threats Resulting from Application of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland

75%

Rapacz A. , Michalska-Dudek I.

Management

|

2013

|

tom 17

|

nr 2

190-204

EN

Implementation of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland In this paper, there are presented both the essence of the relationship marketing concept and the characteristics of CRM class systems, as well as basic advantages and threats resulting from their implementation. There are also described results of the questionnaire survey, which estimated the awareness and level of application of marketing relationship concept and CRM technology in functioning of travel offices in Poland. Conducted survey results allowed for an assessment of the crucial component of the study becomes an identification of benefits and concerns related to implementing these solutions by travel offices.

18

Wpływ nowych mediów na zachowanie klientów na rynku

75%

Chęcińska-Zaucha A.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

|

2015

|

tom 49

|

nr 3

EN

The aim of the research, the results of which are presented in this paper, was to determine factors responsible for the effective employment of new media in the process of making purchasing decisions. The article consists of two parts. The first one presents a review of the literature on the subject, the scope of which comprises the issues concerning the employment of new technologies – new media – in building relationships with customers in individual marketing (B2C). The second part contains the results of the research demonstrating the impact of advertisements appearing through new media on purchasing decisions of customers of B2C market.

PL

Celem badań, których wyniki przedstawione zostały w pracy było określenie jaki wpływ ma rodzaj wykorzystanych nowych mediów na proces podejmowania decyzji zakupowych konsumentów na Śląsku. Artykuł składa się z dwóch części, w pierwszej przybliżono zagadnienia dotyczące wykorzystania nowych mediów w budowaniu relacji z klientami na rynku klienta indywidualnego (B2C). Druga część zawiera wyniki badań dotyczących wpływu reklamy pojawiającej się za pośrednictwem nowych mediów na decyzje zakupowe klientów rynku B2C

19

Determinants, advantages and threats resulting from application of the relationship marketing concept and CRM technology in maintaining customer Loyalty in Travel Offices in Poland

75%

Rapacz A. , Michalska-Dudek I.

|

2013

|

tom Vol. 17, no. 2

190--204

EN

In this paper, there are presented both the essence of the relationship marketing concept and the characteristics of CRM class systems, as well as basic advantages and threats resulting from their implementation. There are also described results of the questionnaire survey, which estimated the awareness and level of application of marketing relationship concept and CRM technology in functioning of travel offices in Poland. Conducted survey results allowed for an assessment of the crucial component of the study becomes an identification of benefits and concerns related to implementing these solutions by travel offices.

PL

W niniejszym artykule przedstawiono koncepcję marketingu relacji, scharakteryzowano istotę systemów klasy CRM, a także podstawowe korzyści oraz zagrożenia związane z ich wdrażaniem. Przedstawiono również wyniki badań ankietowych, które pozwoliły na ocenę stopnia znajomości oraz wykorzystania koncepcji marketingu relacji oraz związanej z nią technologii klasy CRM w biurach podróży działających na polskim rynku. Ponadto przeprowadzone badania pozwoliły na identyfikację podstawowych korzyści oraz zagrożeń związanych z wdrażaniem tych rozwiązań w biurach podróży.

20

Marketing relacji w obrębie sieci dilerskiej - studium przypadku przedsiębiorstwa SaMASZ Sp. z o.o.

75%

Snarska S.

Marketing i Rynek

|

2021

|

nr 11

26-36

EN

Competition among companies specializing in the agricultural industry forces producers to take actions that will be able to meet the expectations of more and more demanding customers in accordance with the prevailing trends. For this purpose, relationship marketing plays a key role, using appropriate activities determines the strong position of the organization and its strategy. Building relationships has become one of the most important ways to compete in the agricultural machinery market. The aim of the article is to verify the satisfaction of dealers of SaMASZ brand machines in terms of marketing activities carried out using the assumptions of the concept of relationship marketing within the dealership network. For the purposes of the research, the CAWI (Computer-assisted web interviewing) method was used with exclusive importers and owners of SaMASZ dealerships from 20 foreign countries and Poland. The article also presents the essence of relationship marketing and the basic factors influencing the success of using relationship marketing in enterprises producing agricultural machinery.

PL

Konkurencja wśród przedsiębiorstw specjalizujących się w branży rolniczej wymusza na producentach podejmowanie działań, które będą w stanie sprostać oczekiwaniom coraz bardziej wymagających klientów, zgodnie z panującymi trendami. W tym celu marketing relacji odgrywa kluczową rolę - przy użyciu odpowiednich działań określa silną pozycję organizacji oraz jej strategię. Budowanie relacji stało się jednym z ważniejszych sposobów konkurowania na rynku maszyn rolniczych. Celem artykułu jest weryfikacja satysfakcji dilerów maszyn producenta marki SaMASZ w zakresie prowadzonych działań marketingowych wykorzystujących założenia koncepcji marketingu relacji w obrębie sieci dilerskiej. Na potrzeby badań zastosowano metodę CAWI z wyłącznymi importerami oraz właścicielami punktów dilerskich marki SaMASZ z 20 państw z różnych kontynentów i Polski. W artykule przedstawiono także istotę marketingu relacji oraz podstawowe czynniki wpływające na sukces zastosowania marketingu relacji w przedsiębiorstwach produkujących maszyny rolnicze.