Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 33

first rewind previous Page / 2 next fast forward last

Search results

Search:
in the keywords:  Marketing communication
help Sort By:

help Limit search:
first rewind previous Page / 2 next fast forward last
1
Publication available in full text mode
Content available

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

100%
Kramer J.
Studia Ekonomiczne
|
2013
|
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
Publication available in full text mode
Content available

Perception of International Web Pages : a Repertory Grid Approach

86%
Kačániová M., Szabová E.
Studia Ekonomiczne
|
2014
|
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
Publication available in full text mode
Content available

Komunikowanie się z klientami z perspektywy widza i menedżera teatru – wstępne wyniki badań

86%
Krawiec W., Szymańska K.
Studia Ekonomiczne
|
2017
|
vol. 313
125-136
PL
Celem artykułu jest analiza wyników badań przeprowadzonych wśród widzów teatrów na temat oczekiwań wobec sposobów i narzędzi komunikowania się z nimi w celu poinformowania ich o wartościach, jakie proponują instytucje teatralne. Uzupełnienie badań wśród widzów stanowi analiza wypowiedzi menedżerów teatrów, która ma na celu ukazać świadomość działań marketingowych, jakie teatry podejmują, aby zwrócić uwagę i przyciągnąć klienta. Prezentowane wyniki badań stanowią cześć projektu badawczego realizowanego na Wydziale Zarządzania Uniwersytetu Łódzkiego w Katedrze Marketingu na przełomie lat 2015/2016. Badania przeprowadzono na próbie 496 widzów teatrów oraz na próbie 16 menedżerów teatrów odpowiedzialnych za działania marketingowe.
EN
The aim of the article is to analyze the results of research conducted among spectators theaters on expectations, as to the ways and tools to communicate with them in order to inform them about the values they propose theatrical institutions. Supplement research among viewers an analysis of the declaration managers of theaters, which aims to show awareness of marketing activities that perform theaters, to draw attention and attract the customer. Presented in the article the results of the research have been developed for the research sample of 496 spectators and on sample of 16 theaters marketing managers. They constitute only part of the research sample involved in the research as part of a research project conducted at the Faculty of Management, University of Lodz, Department of Marketing at the turn of 2015/2016.
4
Publication available in full text mode
Content available

Kanał komunikacji a kanał dystrybucji – zanikanie różnic i ich konsekwencje

86%
Lipowski M.
Studia Ekonomiczne
|
2016
|
vol. 254
99-107
PL
W ostatnim czasie rola kanałów dystrybucji oraz ich kształt podlega dynamicznym zmianom. Z jednej strony technologie informacyjne oraz rozwój firm logistycznych powodują wzrost możliwości realizacji i znaczenia sprzedaży bezpośredniej. Z drugiej strony charakterystycznym trendem jest wielokanałowość sprzedaży i w konsekwencji zmiany zachodzące w procesach zakupowych konsumentów. Wpływ na te przemiany mają także nowe kanały komunikacji, które wprost pozwalają przenieść konsumenta z sytuacji poszukiwania informacji do procesu zakupu. W efekcie zanika stopniowo rola tradycyjnych pośredników rynkowych, których funkcje przejmowane są w szczególności przez kanały komunikacji, co w dłuższym czasie będzie powodowało dalsze konsekwencje.
EN
Recently, the role of distribution channels and its design has changed. On one hand, information technologies and logistics development cause an increase of direct sales importance. On the other hand, a distinctive trend is the multi-channel sales and, consequently, changes in consumer buying process. The effects of these changes are also new channels of communication that expressly allow the consumer to move from a situation of searching for information to purchase process. As a result, disappearing gradually role of traditional market intermediaries whose functions are taken over in particular by communication channels, which in the long term will cause further consequences.
5
Publication available in full text mode
Content available

Reading Behaviour In The Digital Age: Impact Of Covid-19 On Consumer Behaviour

86%
Paveleková J., Čábyová Ľ., Hrušková A.
Media Literacy and Academic Research
|
2021
|
vol. 4
|
issue 2
25-41
EN
People’s lives have been significantly affected by the Covid-19 pandemic, including their shopping behaviour. The authors of the article characterized the individual generations, their shopping behaviour and their relationship to reading and buying books with a focus on e-books. Due to the significant change to the online environment, there may be a presumption that the current situation has an impact on the reading of e-books across all generations. The aim of the research was to find out what effect the pandemic has on the reading and purchasing of e-books and how consumers behave, what their consumer habits are and what influences their shopping behaviour. The paper publishes the results of research conducted by electronic surveying on a sample of 658 respondents. The results showed that the generation influences the purchase of e-books during the Covid-19 pandemic, while respondents prefer to shop in domestic e-shops. The results of the research will be offered to publishers to be able to adapt their marketing strategy and respond to the changes that the current Covid era brings. The research was carried out in Slovakia, in the following period the authors will focus their attention on the countries of Central Europe.
6
Publication available in full text mode
Content available

Games on Social Networks and the Promotion Within

72%
Mago Z.
Studia Ekonomiczne
|
2014
|
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.
7
Publication available in full text mode
Content available

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

72%
Spyra S.
Studia Ekonomiczne
|
2014
|
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.
8
Publication available in full text mode
Content available

New Media in Marketing Communication in Multichannel Retailing

72%
Drzazga M.
Studia Ekonomiczne
|
2014
|
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.
9
Publication available in full text mode
Content available

Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej

72%
Wójcik J.
Studia Ekonomiczne
|
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.
10
Publication available in full text mode
Content available

Typy uczestników wirtualnych społeczności marek

72%
Grębosz-Krawczyk M., Siuda D.
Studia Ekonomiczne
|
2017
|
vol. 328
30-39
PL
W ostatnich latach znacznie wzrosła rola wirtualnych społeczności marek. Są to społeczności skupione wokół marki, których członkowie wchodzą w interakcje z marką oraz wymieniają się informacjami w Internecie. Wirtualne społeczności marek są najczęściej umiejscowione na portalach społecznościowych jako fanpage’e, czyli publicznie dostępne strony umożliwiające aktywną interakcję pomiędzy użytkownikami. Fanpage’e stanowią dziś ważne narzędzie komunikacji marketingowej firmy. Celem artykułu jest identyfikacja typów uczestników wirtualnych społeczności marek w zależności od wybranych kryteriów. Artykuł został opracowany na podstawie studiów literatury polskiej i obcojęzycznej z zakresu teorii zarządzania marką, e-marketingu oraz mediów społecznościowych. Wykorzystano w nim także wyniki własnych badań jakościowych prowadzonych metodą etnografii wirtualnej.
EN
In the recent years the importance of virtual brand communities has grown significantly. These communities are the ones gathered around a specific brand, where the members are able to interact with the brand and share information with each other. Virtual brand communities are usually located in the social media as sites called fanpages – public websites enabling interaction between users. Fanpages have become an important tool of marketing communication. The aim of this paper is to identify types of members of virtual brand communities on the basis of chosen criteria. All reflections are based on the analysis of research results of foreign and Polish authors in the field of brand management, e-marketing and social media. The qualitative research based on the method of virtual ethnography was also applied.
11
Publication available in full text mode
Content available

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

72%
Bajdak A.
Studia Ekonomiczne
|
2013
|
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.
12
Publication available in full text mode
Content available

Action Art and Theatre Art in Marketing Communication

72%
Štrbová E.
Studia Ekonomiczne
|
2014
|
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.
13
Publication available in full text mode
Content available

Media społecznościowe w procesie komunikacji marketingowej przedsiębiorstw handlu detalicznego z rynkiem

72%
Drzazga M.
Studia Ekonomiczne
|
2013
|
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.
14
Publication available in full text mode
Content available

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

72%
Hope E.
Studia Ekonomiczne
|
2014
|
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.
15
Publication available in full text mode
Content available

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

72%
Wojcik K.
Studia Ekonomiczne
|
2014
|
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.
16
Publication available in full text mode
Content available

Marketing mobilny a komunikacja marketingowa

72%
Sadowska E.
Studia Ekonomiczne
|
2013
|
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.
17
Publication available in full text mode
Content available

Creating New Trends in International Marketing Communication

72%
Grybś M.
Journal of Economics and Management
|
2014
|
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)
18
Publication available in full text mode
Content available

Strategie komunikacji marketingowej przedsiębiorstw działających na rynkach zagranicznych

72%
Janeczek U.
Studia Ekonomiczne
|
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.
19
Publication available in full text mode
Content available

Advergaming jako rozwijająca się forma komunikacji marketingowej

72%
Mitręga M.
Studia Ekonomiczne
|
2013
|
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.
20
Publication available in full text mode
Content available

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

72%
Spyra Z.
Studia Ekonomiczne
|
2013
|
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.
first rewind previous Page / 2 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.