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Ambush Marketing in Poland Beforethe 2012 European Football Championship

100%
Gębarowski M.
Journal of Entrepreneurship, Management and Innovation
|
2013
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vol. 9
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issue 1
157-172
EN
Activities belonging to ambush marketing (parasite marketing) are more and more widely undertaken with regard to subsequent, huge sports events. Therefore, this article analyzes the scope of using this form of promotion in the period that preceded the 2012 European Football Championship. A reference has been made to Poland – a country which was a co-host of the championship. On the Polish market, owners of many brands performed actions that aimed at “stealing” image effects which should be achieved only by official sponsors who support such huge tournament (which is considered to be one of the three greatest sports events all around the world – apart from the Summer Olympic Games and the Football World Cup). The article has two objectives. First, it describes a concept of promoting selected brands (based on relation to the EURO 2012), identifying the scope of using ambush marketing forms in relation to Polish consumers. Second, it presents results of research which illustrates differences in conceiving the brands of both official sponsors and those – to whom one can attribute a name of ambushers.
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Sprawozdanie z konferencji naukowej pt. Polska i świat wobec współczesnych wyzwań społeczno-ekonomicznych

100%
Gębarowski M.
Handel Wewnętrzny
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2012
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issue 3 (338)
82-85
3
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Identification of forms of tourism that create extraordinary customer experiences and recognition of these forms in scientific literature

100%
Gębarowski M.
Marketing i Rynek
|
2019
|
issue 9
26-33
PL
Artykuł łączy marketing doświadczeń ze współczesnym trendem w turystyce, którym jest poszukiwanie przez turystów nowych form aktywności dostarczających im silnych przeżyć. Zamierzeniem autora było zidentyfikowanie tych form turystyki oraz określenie liczby odniesień do nich w literaturze naukowej w kontekście marketingu doświadczeń. Wyodrębniono jedenaście tematycznych obszarów zainteresowań klientów biur podróży, a w nich ponad pięćdziesiąt form uprawiania turystyki. Rozpoznania pozycji bibliograficznych pod kątem eksplorowania poszczególnych sposobów spędzania wolnego czasu – zarówno w wymiarze samych zjawisk, jak i z uwzględnieniem doświadczeń turystów – dokonano dla jednego, wybranego obszaru tematycznego. Skoncentrowano się na obszarze „historia” i przypisanych do niego następujących formach: turystyka archeologiczna, turystyka nostalgiczna, turystyka nagrobna, turystka stref wojennych, ciemna turystyka, turystyka łagrowa, turystka śladami komunizmu, turystyka pól bitewnych, turystyka dziedzictwa militarnego, turystyka atomowa. Przeprowadzone rozpoznanie pozwoliło sformułować dwa zasadnicze wnioski. Po pierwsze coraz większą popularność zyskują formy turystyki, które jeszcze do niedawna nie istniały lub były bardzo niszowe. Są one coraz częściej zamieszczane w ofertach biur podróży, co jest odpowiedzią na poszukiwanie przez współczesnych turystów wyjątkowych doświadczeń. Po drugie analiza zasobów wiodących baz publikacji naukowych wskazała, że rozpoznanie w literaturze poszczególnych form turystyki jest na zróżnicowanym poziomie – od szerszego zainteresowania po nikłe opisanie zjawisk. W kilku przypadkach zidentyfikowano luki badawcze – przy tematach, w których nie ma żadnych artykułów lub istnieją tylko pojedyncze prace naukowe prezentujące efekty rozważań teoretycznych oraz prac empirycznych łączących marketing doświadczeń ze wskazanymi formami turystyki.
EN
This paper creates a link between experience marketing and a contemporary trend in tourism towards seeking new forms of activity that offer tourists unforgettable experiences. The author’s intention was to identify such forms of tourism and determine the number of references to chosen forms in scientific literature in the context of experience marketing. Eleven thematic areas of travel agency customers’ interest were proposed, with each of them containing more than fifty forms of tourism. The examination of bibliographical entries aimed at exploring different forms of leisure activities – with attention being focused on both the very phenomena and tourists’ experiences – was carried out with respect to one selected thematic area. Focus was given to the area of ‘history’ and the following forms classified under it: archaeological tourism, nostalgia tourism, tombstone tourism, war-zone tourism, dark tourism, gulag tourism, communist tourism, battlefield tourism, militarism heritage tourism, atomic tourism. The examination carried out led to two fundamental conclusions. First and foremost, those forms of tourism which until very recently have not been known or have been considered niche are becoming more and more popular now. The number of such activities being currently offered by travel agencies is on the rise, which is a response to contemporary tourists’ pursuit of unique experiences. Second, the analysis of resources available on top scientific publication databases demonstrated that the level of recognition of respective forms of tourism in literature is diversified – with some attracting considerable interest, and others receiving only scant attention. In several cases, research gaps were identified, relating to topics which have not been covered by any article or have been referred to only in a few scientific papers that present the results of theoretical discussions and empirical research showing close relationships between experience marketing and chosen forms of tourism.
4
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Determinanty wykorzystania współczesnych targów jako skutecznego narzędzia realizowania celów public relations

100%
Gębarowski M.
Studia Ekonomiczne
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2013
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vol. 157
194-203
EN
The aim of this article is to identify the elements of a trade show performance, which determine its effectiveness for public relations purposes. The author presents the range of connections in contemporary trade shows, with the tasks of public relations, as well as the process of planning participation in exhibition events, respecting the image objectives. The determinants of cooperation with journalists are also characterized. Moreover, the importance of stand appearance and form of a trade show performance, in the context of creating the image of exhibitors, is noted. The paper also shows the influence of the behaviour of booth personnel on the effects of public relations.
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