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Czy marka handlowa może być marką?

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Kall J., Akademia Ekonomiczna w Poznaniu K. M. P.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 2
EN
Store brands are in many respects different from national brands. They come in different varieties - as banner brands, corporate brands, private label or so-called counter-brands. The problem is, that not every one of them meets all the requirements of the brand - some functions performed by manufacturers' brands are beyond the scope of store brands. Nevertheless, they play a major role in the success of many retailers.
2
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Personalizacja w kształtowaniu lojalności klientów w Internecie

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Olejniczak T., Akademia Ekonomiczna w Poznaniu K. M. P.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
This paper shows and indicates the need of implement the strategy of companies which are existed in the Internet about personation functions. The presentation of the offer of products, services, information or contents fitted for individual interests and requirements of internauts also the impression of individual approach can form positive communication between company and its potential customer and in result customer's loyalty. Despite the fact that the methods of personation are used more common, hitherto existing experiences indicate that there must be donne some changes. Users of the Internet willfully support individual alleviate the needs, but they also want to respect their privacy.
3
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Wykorzystanie baz danych w marketingu

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Urbanowska-Sojkin E., Sojkin B., Akademia Ekonomiczna w Poznaniu K. M. P.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
This article explains how to utilize a database in the marketing activities. It shows, how a databases can improve performance of the management in areas like: market knowledge, direct marketing, customer relationship management, marketing research and Internet. Also provides you characteristics basis procedure of an application databases in basic direction of the marketing activities.
4
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E-zine jako narzędzie promocji internetowej

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Ankiel-Homa M., Akademia Ekonomiczna w Poznaniu K. M. P.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2004
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vol. 179 cz. 1
EN
This paper shows the capabilities of using e-zine (newsletter) in marketing strategies of companies which are existed in the Internet. Newsletter (e-zine) as electronic bulletin is more often using by internet services (portals, internet stores, business windows) to create direct relations with internauts. This paper presents the advantages of using e-zine in promotional activities of the internet services but also some faults which could be the barrier in realization companies' goals. This paper indicates also that e-zine could bring some benefits to companies but used in the wrong way could create negative image of company.
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