Search results

1

System informacji i komunikacji marketingowej wobec wyzwań gospodarki opartej na wiedzy i mądrości

100%

Kramer J.

Studia Ekonomiczne

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2013

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vol. 140

9-21

EN

Extraction, processing and transformation of information determine the smooth functioning of the organization. This enables the important function of communication within the company and to communicate with the environment. Marketing communication systems developed along with the formation of the information society. An important feature of the information society is a knowledge-based economy. It is an economic order in which knowledge is a key resource, not work and assets. The company knowledge oriented, has the knowledge about customers, competitors and its own employees, apples relationship marketing and internal marketing. However, the paradigm of the knowledge economy has been shaken by the global economic crisis. The discussion has become a new paradigm: an economy based on wisdom, that is, except the knowledge that takes into account imagination, the experience and ethics. This is important for the content of the message which is the core of communication.

2

Perception of International Web Pages : a Repertory Grid Approach

86%

Kačániová M., Szabová E.

Studia Ekonomiczne

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2014

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vol. 205

59-71

EN

Presented paper is introducing Repertory Grid Method as an objectification of Kelly´s Theory of Personal Constructs. The main goal is to introduce Repertory Grid as a psychosemantic research method with all of its potential and possible obstacles and point towards the application potential of Repertory Grid in the domain of marketing communication, as well as present a research of the perception of web pages as a medium for current and potential online promotion by the means of group administration of Repertory Grid Technique.

3

Games on Social Networks and the Promotion Within

72%

Mago Z.

Studia Ekonomiczne

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2014

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vol. 205

49-58

EN

Social networks are undoubtedly a phenomenon of current electronic and social communication. Their interactive nature in digital environment allows the use of both traditional and new marketing tools, such as online marketing, viral marketing and advergaming. Playing computer games via social networks has just become a very popular activity because it combines some advantages of computer games with communicability of social networks. The aim of the study is to determine the extent of advergaming on social networks and its importance as an interactive marketing tool, using a questionnaire about advergaming on Facebook, that belongs to the most widely used social networks not only in Slovakia, the Czech Republic and Poland, but also worldwide.

4

Functionalities of the Virtual Advisor Application in the Process of Marketing Communication Between Contemporary Enterprises and Their Market

72%

Spyra S.

Studia Ekonomiczne

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2014

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vol. 205

9-22

EN

For numerous enterprises, processes of communication with the market are important elements of their marketing activities. Expansion of new technologies and possibilities to use different forms of communication with the market understood as a source of competitive advantage encourages enterprises to look for more up-to-date and original solutions to be used while contacting the environment. The article presents functionalities of the virtual advisor (VA) as a new form of communication with the environment. Simultaneously, it is highlighted that dynamic development of new technologies and adaptation of new technology based solutions aimed at marketing communication provide modern enterprises with a lot of new challenges. The very marketing communication is at the same time acquiring features of higher activeness and creativity.

5

New Media in Marketing Communication in Multichannel Retailing

72%

Drzazga M.

Studia Ekonomiczne

|

2014

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vol. 205

23-33

EN

Together with the development of the Internet in the first decade of the 21st century, a growing number of retail trade companies conduct selling and distribution of their products with the help of on-line channels, which is now described as multi-channel retailing. Retail trade companies conducting multi-channel retailing make use of multichannel marketing, and also multi-channel communication with the use of the Internet. Multi-channel communication enables the application of the communications principles of relationship marketing. New instruments of communication in the Internet give trade companies new chances to succeed and have a dialogue with customers. Thanks to marketing communication the individualisation of the process of communication is possible.

6

Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej

72%

Wójcik J.

Studia Ekonomiczne

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2013

|

vol. 140

112-121

EN

Thanks to development of ICT consumers have been given new tools, which make searching for information and sharing opinions easier. New communication tools have become subject of many publications. Having read them we may come to a conclusion that consumers' role in marketing communication has increased significantly and that consumers are the dominant subject of communication process. The author of this article proves that the above conclusion is false. In fact, the author puts the opposite thesis, which says that advertisers have huge advantage observed in opportunities of common advertisements' individualization, which is done to consumers' unawareness. It doesn't matter if it is a consumer who initiates exchange of information as his/her behaviour was previously carefully monitored and controlled consequently.

7

Komunikacja marketingowa przedsiębiorstw a budowanie relacji z podmiotami otoczenia na rynkach zagranicznych

72%

Bajdak A.

Studia Ekonomiczne

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2013

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vol. 140

42-56

EN

Benefits from the firm internationalization depends on skills to build up the long-term relationships with the different subjects of surroundings. Marketing communication plays an important role in business operations on foreign markets. Its tasks are associated not only with the phase of entering the foreign market, but also for the permanent presence. Marketing communication is considered one of the most important factors for establishing and maintaining business relationships with customers and other subjects of surroundings.

8

Action Art and Theatre Art in Marketing Communication

72%

Štrbová E.

Studia Ekonomiczne

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2014

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vol. 205

72-90

EN

This paper deals with the application of action art and its particular forms, such as events, happenings and performances in marketing communication. It theoretically elaborates similarities and differences of aesthetic and marketing understanding of the terms "event" and "marketing event" as well as locating their forms in contemporary art and marketing convention. We also deal with the terms "gender", "interaction and interactive audience", "aesthetic emotion" and perception in theatre environment that we link with the environment of event marketing and search for experience in consumer behaviour.

9

Media społecznościowe w procesie komunikacji marketingowej przedsiębiorstw handlu detalicznego z rynkiem

72%

Drzazga M.

Studia Ekonomiczne

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2013

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vol. 140

98-111

EN

Recently, companies have taken advantage of social media, which include information platforms (web bloggs, wikis, social bookmarking), on-line communities and virtually created worlds, as a means to reach their customers and communicate with them. Social media may contribute to the creation and strengthening of the company's market position as well as goods and services it offers. They play a very important role in the lives of consumers, and that it why they should be taken into consideration while organizing company's activities dealing with marketing communication.

10

Społeczny charakter public relations - praca specjalisty PR w społeczeństwie i dla społeczeństwa

72%

Hope E.

Studia Ekonomiczne

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2014

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vol. 185

47-56

PL

W artykule została postawiona teza, że o stopniu profesjonalizmu, o etyczności czy nieetyczności zachowań specjalistów PR można mówić oceniając wpływ realizowanych przez nich zadań na społeczeństwo. Uznano tym samym społeczeństwo - w którym są realizowane działania PR dla określonych podmiotów- zleceniodawców i których odbiorcami są wybrane grupy interesariuszy - jako pełnoprawną grupę odbiorców działań oraz jednocześnie wysunięto postulat, aby uznać społeczeństwo za grupę, której uwzględnianie w ocenie skutków realizowanych strategii PR i badanie ich wpływu na kondycję tej grupy jest głównym kryterium w ocenie etyczności podjętych działań public relations.

EN

The article emphasises social character of public relations activities, interaction of organizations and society, and puts forward a thesis that the criterion of ethics in public relations activities is how much impact they have on a society: if a PR strategy is profitable only for one or two arties of the so called ethical triangle - an ordering and a contracting party, but excludes the profit to a society, then such activities may be recognized as unethical. To estimate whether activities of PR specialists are ethical or unethical, one must evaluate the impact of those activities on a society.

11

Wszystko, co chciałabym wiedzieć o public relations i nie boję się zapytać - dylematy PR

72%

Wojcik K.

Studia Ekonomiczne

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2014

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vol. 185

17-36

PL

Artykuł zawiera pytania, które nieodparcie narzucają się ilekroć dokonuje się porównań istoty i cech tożsamościowych public relations z realnymi możliwościami ich respektowania w praktyce. Wszystkie łączy pytanie centralne: czy PR nie jest czymś idealistycznym, jeśli uwzględni się z jednej strony to, jakie powinny być jego cele, funkcje i zasady działania oraz z drugiej strony to, jaki jest w praktyce, czyli jego warunki brzegowe realizacji, stwarzane przez interesy, cele, strategie i praktykę organizacji. Na przedmiot rozważań składa się: - wskazanie, czym są public relations według ich normatywnego ujęcia; - co wyznacza główne zewnętrzne ramy ich funkcjonowania oraz - analiza dominujących zjawisk w praktyce PR i dylematy praktyka PR, a także towarzyszące pytania o to, czy powinny one skłaniać do zmian w definiowaniu tożsamości PR, czy tylko do wyznaczenia konkretnych typowych organizacyjnych i systemowych wymagań, w których owa tożsamość mogłaby się wiarygodnie manifestować.

EN

The first objective of the article is to make diagnosis of conditions which build the real world of public relations. The second - to analyse chance to bring closer PR practice and normative theory of public relations. To reach these aims the following issues have been examined: relations between PR and marketing considering contemporary paradigms and concepts, role of PR in strategic management, PR counselling to board of managers, status of PR, communication with environment, position of image in strategic PR goals and relation with the genre - reputation.

12

Marketing mobilny a komunikacja marketingowa

72%

Sadowska E.

Studia Ekonomiczne

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2013

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vol. 140

122-132

EN

The XXI century is primarily a ubiquitous access to the Internet. Today, we can connect to the Internet almost anywhere in the world. Just a simple mobile phone to be able to freely search the network resources, view offer businesses and make purchases. In the near future, mobile marketing will play a big role in business promotion activities. Mobile marketing enables entrepreneurs to reach out to larger audiences. It offers many tools that can be used to improve communication with potential customers. These tools include, among others applications, the mobile photo codes (QR code), massages / mms marketing, geolocation, augmented reality mobile advertising (or video display), kiosks and mobile devices. Although mobile marketing in Poland is still in its early stages of development, it should not be ignored by businesses. If the predictions of experts to check in the next few years will experience internet marketing changes on a large scale. Change not only the equipment used by the users to enter into commercial transactions, but also their behavior. The main driving force behind the development of the mobile advertising market is the growing popularity of smartphones and rapid technological development of mobile devices. In addition, a growing number of supporters of mobile Internet access. With the change of human communication habits are also changing market awareness in the use of new marketing channels which are mobile devices. Today, most mobile advertising is targeted for smartphones including iPhone, Blackberry and Android devices, because these devices offer users advanced functionality in mobile content. Mobile phone as an advertising medium allows very precise reach the customer in real time. Mobile advertising market will grow with increasing technological capabilities of mobile devices and mobile applications, and they are endless. You may find that one of the most effective ways of reaching the customer, is the use of mobile phones. It has it all (some even more than one), and advertising can be precisely addressed, not only preferences but also the quite exact location of the terminal.

13

Creating New Trends in International Marketing Communication

72%

Grybś M.

Journal of Economics and Management

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2014

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vol. 15

155-173

EN

The aim of this paper is to investigate and provide deep understanding of the process of creating new trends in international marketing communication. The hypothesis of the paper is that there is an ongoing process of creating new trends in international marketing communication conducted by international advertising agencies. There will be presented several most reliable and up-todate definitions, concepts and theories. The new trends which appeared in the international marketing communication practice will be discussed on the examples of winners of Cannes Lions Creativity Contests.(fragment of text)

14

Strategie komunikacji marketingowej przedsiębiorstw działających na rynkach zagranicznych

72%

Janeczek U.

Studia Ekonomiczne

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2013

|

vol. 140

22-41

EN

Nowadays, more and more companies run their business on foreign markets. It happens very often that communication with foreign environment decides about a given company's success. Companies are still looking for new ways to attract people's attention. To add, companies want their marketing offer to be the most attractive and effective for customers. A wide area of research was given to this issue. In this report there are shown not only theoretical researches about choosing marketing communication strategy (standardization or adaptation), but there are also shown current research results of direct Polish companies that are available on the European Union market.

15

Advergaming jako rozwijająca się forma komunikacji marketingowej

72%

Mitręga M.

Studia Ekonomiczne

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2013

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vol. 140

133-143

EN

This paper focuses on advergaming as relatively new form of marketing communication. In the introduction the definition of advergaming as well as its meaning for marketing is presented. Secondly, paper sketches the typology of advergaming considering the most known criteria. Thirdly, prior studies on advergaming are reviewed and factors influencing on customers attitudes toward advergaming are discussed. The paper concludes deliberating on existing knowledge on marketing and suggests some directions for further research in this area.

16

Programy lojalnościowe wielkich sieci handlowych jako narzędzie komunikacji marketingowej - ewolucja i uwarunkowania sukcesu rynkowego

72%

Spyra Z.

Studia Ekonomiczne

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2013

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vol. 140

57-79

EN

Customer loyalty programs are increasingly becoming an integral tool of marketing activity of large retail chains and the basis for building their market strategy. Large retail chains recognize that greatest value in loyalty programs is the possibility of improving knowledge about customers and potential impact on their attitudes and buying behavior. The purpose of this article is to present the role of a loyalty program as a tool for marketing communications in the market strategies of large retail chains. This paper presents the thesis that the competitiveness of today's commercial networks' loyalty programs provide a rich spectrum of communication channels and enable participants to communicate with the organizers of the program in a way that best suits them.

17

Ethical Aspects of Marketing Communication in New Media

72%

Janeczek U.

Studia Ekonomiczne

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2014

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vol. 205

120-132

EN

The article deals with ethical aspects of marketing communication in new media. Differences between communication tools that are used in traditional and virtual marketing with reference to a consumer are presented. Bad practices in marketing communication in new media are demonstrated along with some attempts at creating relevant standards of behaviours.

18

Public relations versus marketing

72%

Deszczyński P.

Studia Ekonomiczne

|

2014

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vol. 185

118-130

PL

XXI w. jest erą informacji, w której public relations mają kluczowe znaczenie we wszystkich najważniejszych płaszczyznach życia człowieka, począwszy od społeczno-politycznej, a na ekonomicznej skończywszy, zarówno w układzie międzynarodowym, jak i w skali poszczególnych państw. W public relations wypracowano bowiem model komunikowania oparty na przekazywaniu szczerych, otwartych, aktualnych, szczegółowych i wartościowych informacji na interesujące społeczeństwo tematy oraz co niezwykle ważne i co stanowiło siłę PR z zachowaniem dialogu i wzajemnej równoprawnej komunikacji wraz z dążeniem do poszukiwania obustronnych kompromisów. Wszystko na to wskazuje, że rola PR z upływem czasu będzie się nadal zwiększać, zwłaszcza w sferze gospodarczej. Równocześnie tradycyjne instrumenty ekonomicznego oddziaływania na rynek i klienta, takie jak marketing i reklama okazują się coraz mniej skuteczne. W rezultacie wybitni naukowcy i praktycy, którzy od wielu już lat zajmują się marketingiem i reklamą przyjęli strategię inkorporowania osiągnięć public relations czy też niektórych ich instrumentów, traktując w przeszłości PR jako funkcję zarządzania, wprowadzając zintegrowaną komunikację marketingową, a ostatnio koncepcję Marketingu 3.0. Temu problemowi jest poświęcony niniejszy artykuł. Dokonano w nim próby limityzacji public relations od marketingu. Całość poprzedza przedstawienie rozwoju public relations i marketingu w perspektywie historycznej.

EN

The article deals with distinction between public relations and marketing. In addition it covers the development of public relations and marketing in broader historical perspective.

19

Brand Promotion Throught Computer Games on the Example of Second Life

58%

Laskowska-Witek J., Mitręga M.

Studia Ekonomiczne

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2014

|

vol. 205

34-48

EN

The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions

20

Kształtowanie wizerunku podmiotu działalności leczniczej

58%

Ostrowska S.

Studia Ekonomiczne

|

2014

|

vol. 185

142-150

PL

Osiągnięcie przewagi konkurencyjnej związane z posiadaniem pozytywnego wizerunku jest możliwe do uzyskania poprzez: wzmacnianie go, jeżeli jego potencjał był dotąd niewykorzystany, lub budowanie od początku wizerunku, jeżeli poprzedni nie przyniósł zamierzonych efektów. Wizerunek stanowi z jednej strony swoisty niematerialny zasób organizacji, a z drugiej strony przysparza nowego kapitału. Celem niniejszej publikacji jest syntetyczna prezentacja zagadnień dotyczących komunikowania się z otoczeniem w kontekście skutecznego budowania relacji oraz pozytywnego wizerunku podmiotu działalności leczniczej.

EN

The public relations strategy should make the element of the long-term strategy of the institution's development. By design it serves for establishing and for holding correct relationships of the given individualwith surroundings (the patients). Appropriate preventing contigencies are also not without meaning in the health care. Precise determination of purposes, results and the correct assortment of PR tools serve for creating the craved image. Long-term purposes should be possible to modify with respect to changes which occur in surroundings of the individual. The systematic completion of planned action is possible when appropriate financial resources will be secured for its realization in budget of the institution (unit).The purpose of this article is a synthetic presentation of the issues relating to communication with the environment in the context of effective relationship building and positive image of the company medical activity

Refine search results

System informacji i komunikacji marketingowej wobec wyzwań gospodarki opartej na wiedzy i mądrości

Perception of International Web Pages : a Repertory Grid Approach

Games on Social Networks and the Promotion Within

Functionalities of the Virtual Advisor Application in the Process of Marketing Communication Between Contemporary Enterprises and Their Market

New Media in Marketing Communication in Multichannel Retailing

Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej

Komunikacja marketingowa przedsiębiorstw a budowanie relacji z podmiotami otoczenia na rynkach zagranicznych

Action Art and Theatre Art in Marketing Communication

Media społecznościowe w procesie komunikacji marketingowej przedsiębiorstw handlu detalicznego z rynkiem

Społeczny charakter public relations - praca specjalisty PR w społeczeństwie i dla społeczeństwa

Wszystko, co chciałabym wiedzieć o public relations i nie boję się zapytać - dylematy PR

Marketing mobilny a komunikacja marketingowa

Creating New Trends in International Marketing Communication

Strategie komunikacji marketingowej przedsiębiorstw działających na rynkach zagranicznych

Advergaming jako rozwijająca się forma komunikacji marketingowej

Programy lojalnościowe wielkich sieci handlowych jako narzędzie komunikacji marketingowej - ewolucja i uwarunkowania sukcesu rynkowego

Ethical Aspects of Marketing Communication in New Media

Public relations versus marketing

Brand Promotion Throught Computer Games on the Example of Second Life

Kształtowanie wizerunku podmiotu działalności leczniczej