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Bariery językowe i kulturowe w komunikacji marketingowej na rynku Unii Europejskiej

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Światowy G., Akademia Ekonomiczna we Wrocławiu K. B. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 1
EN
Subject of this article is to present in details communication problems and particularly language and cultural barriers in direct marketing, in process of communication and cooperation between managers acting in different countries on common market. Outcomes of researches are showing that to achieve successes knowledge of foreign languages is not sufficient, but more important is ability to follow the suite of cultural cannons.
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Postawy i zachowania polskich konsumentów u progu integracji z UE (w świetle wyników badań ankietowych)

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Mazurek-Łopacińska K., Akademia Ekonomiczna we Wrocławiu K. B. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2004
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vol. 179 cz. 2
EN
European culture is the mélange of cultural heritages regional, local and minority cultures. Polish people associate European culture with values such as: tolerance for others, openness on new ideas, environment protection, care of health and fitness, state's concern with satisfy citizen's needs and also aspiration for fulfillment, big importance of electronic technology, high level of citizen's security, strong aspiration for success. Distances which divide Poles from European culture result from differences in hierarchy of life's values, maintenance's cost and attitudes and consumer behaviors. Processes of globalization and Poland's integration with European Union stimulate modern trends in behaviors of Polish customers and also influence on level of Polish people consumer ethnocentrism.
3
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Tendencje zmian w konsumpcji a kierunki rozwoju marketing

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Mazurek-Łopacińska K., Akademia Ekonomiczna we Wrocławiu K. B. M.
Acta Universitatis Lodziensis. Folia Oeconomica
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2005
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vol. 184
EN
This article considers the tendencies in consumption patterns and the changes in business environment and their impact on evolution in marketing activities and concepts. Author presents the ideas of the ecological marketing, micromarketing, CRM, retro marketing as an effect of developing consumers’ expectations, loyalty, satisfaction etc. The article concludes with a number of implications for marketing management.
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