Results found: 2

Search results

Search:
in the keywords: Marketing theory

Sort By:

Limit search:

Marketing transakcji a marketing relacji

100%

Dziedzic D., Szymańska A. I.

Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie

2011

issue 7

205-214

Autorki wskazują na zespół różnic w koncepcjach pomiędzy marketingiem transakcyjnym a marketingiem relacji, ze wskazaniem na konsekwencje dla procesu zarządzania.

Nowadays more often we can find nearby the word marketing an adjective, which describes the way of each element and task of marketing fining. That's why transactional (classical) marketing means traditional philosophy of marketing. In that case marketing is perceived as a set of activities, which helps to sell manufactured goods. However relational (affiliate) marketing "is seen as profitable building, maintaining and developing relationships with consumers and other partners implementation of the mutual objectives of both parties through the exchange of values and compliance commitments". (original abstract)

Paradygmat public relations jako dyscypliny naukowej

84%

Adamus-Matuszyńska A., Barańska B., Maćkowska R.

Studia Ekonomiczne

2014

vol. 187

11-35

Last years of XX century and the beginning of XXI century have been the era of public relations. Although this discipline is almost 100 year old, and its roots are in the ancient times, the dynamic development has happened in recent years. Globalisation, new technology, new form of communication, better educated people and the development of free market economy in the global world are conditions which foster expansion of public relations practice. All of above make public relations a crucial subject which should be placed in the scientific field. One of the questions which have been raised in recent times is a question about a PR paradigm. This is why, the main objective of the presented paper is to present some conclusions around scientific quality of public relations. The main assumption of the paper is the Jacquie L'Etang's thesis about few different approaches to PR both in practice and theory. The paper tries to answer the following research questions: 1. How do social sciences participate in the theory of public relations? 2. How does economics participate in the theory of public relations? 3. Does public relations theory exist? The authors of the paper make conclusions referring to the recent literature in this field considering as the methodological basis the PR family tree prepared by Jacquie L'Etang.

Refine search results

1 Studia Ekonomiczne

1 Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie

1 2014

1 2011

1 Adamus-Matuszyńska A.

1 Barańska B.

1 Dziedzic D.

1 Maćkowska R.

1 Szymańska A. I.

Search results

Marketing transakcji a marketing relacji

Paradygmat public relations jako dyscypliny naukowej