Search results - CEJSH

1

Integrated marketing communication – towards a holistic concept

100%

Daszkiewicz M., Pukas A.

Nauki o Zarządzaniu

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2016

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issue 3(28)

20-29

EN

This paper explores the concept of Integrated Marketing Communication (IMC) and presents changes resulting from its evolution. The purpose of this paper is to determine directions of development of the IMC concept and facilitate future research and empirical implementation of integrated marketing communication. Based on a descriptive review of the scientific literature, relevant and significant to the marketing communication knowledge, the authors established the state of development of the IMC concept. The overview of prevailing theories enabled the comparison of the existing definitions and main features of the concept. The paper presents changes and key drivers for the evolution of IMC. The analysis allowed the authors to identify new approaches to the concept of IMC in the world science and determine that the modern IMC concept is moving toward holistic solutions, which include strategic planning in the organisation and modern marketing knowledge. Nowadays, the integration of marketing communications means the need to seek solutions at a strategic level and value creation based on long-term relationships with customers. The future of the IMC concept also means the need to conduct studies that will determine the possibility of its use in relation to different types of organisations (non-profit organisations or administrative units etc.), as well as various industries or business sectors.

2

Wybrane aspekty komunikacji marketingowej w marketingu 3.0

80%

Rzemieniak M.

Zeszyty Naukowe UPH seria Administracja i Zarządzanie

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2017

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vol. 40

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issue 113

35-45

EN

The article concentrates on aspects of marketing communication in marketing 3.0. People have access to a large amount of information with the popularization and the increasing reach of the Internet. For most organizations, development of the Internet means creating a new medium of marketing communication. In the twenty-first century, it is not enough that the company produces a good quality product - it must be professional in communication with the environment. This determines the development of marketing communication tools. The article presents desk research based on secondary sources and on the method of participant observation, employed by a practitioner of sport in the person of the article`s author.

PL

W opracowaniu przedmiotem analizy była kwestia badania relacji pomiędzy rosnącąpopularnością i zasięgiem Internetu a coraz większą liczbą osób otrzymującą dostęp do masowejinformacji. Dla zdecydowanej większości organizacji rozwój Internetu oznaczał głównie powstanienowego medium komunikacji marketingowej. W XXI wieku nie wystarczy, aby organizacja wytwarzaładobrą jakościowo ofertę – musi się on w profesjonalny sposób porozumiewać z otoczeniem,a to determinuje rozwój instrumentów komunikacji marketingowej w dobie marketingu 3.0. W artykuleprzedstawiono różne podejścia do definiowania działań komunikacyjnych w marketingu 3.0w kontekście dynamicznych zmian w otoczeniu rynkowym, głównie technologicznym, a takżepodjęto próbę odpowiedzi na pytanie, w jakim stopniu zmiany technologii determinują nowe zjawiskaw komunikacji marketingowej w marketingu 3.0. W opracowaniu wykorzystano wyniki badańprowadzonych metodą desk research oraz obserwacje uczestniczące. Przeprowadzone badaniapozwoliły na pozytywne zweryfikowanie postawionej tezy dotyczącej istotnego wpływu zmiantechnologicznych w otoczeniu rynkowym na działania komunikacyjne w marketingu 3.0.

3

Wykorzystanie Internetu w komunikacji marketingowej przedsiębiorstwa w opinii menadżerów

80%

Budzanowska-Drzewiecka M., Lipińska A.

Komunikacja Społeczna. Czasopismo elektroniczne

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2012

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issue 4

12-26

PL

Artykuł jest prezentacją wyników badań eksploracyjnych, których celem było znalezienie odpowiedzi na pytanie o ocenę wpływu Internetu na działania realizowane przez przedsiębiorstwa w zakresie komunikacji marketingowej w opinii menedżerów średniego i wyższego szczebla. Skoncentrowano się na działaniach podejmowanych w ramach komunikacji marketingowej z odbiorcami wewnętrznymi (pracownicy) i zewnętrznymi (klienci, partnerzy biznesowi, konkurenci). Wyniki badań pozwoliły na sformułowanie podstawowych wniosków dotyczących zakresu wykorzystania Internetu w wybranych obszarach komunikacji marketingowej.

EN

The article presents the results of exploratory research aimed at finding the answer to the question about the impact of the Internet on activities carried out by companies as part of marketing communication in the opinion of middle-level and senior managers. It focuses on the actions taken as part of marketing communication with internal (employees) and external (customers, partners, suppliers, competitors) recipients. The results allowed for drawing basic conclusions regarding the scope of the use of the Internet in selected areas of marketing communication.

4

The increased importance of geolocation in retail trade in Poland – selected aspects of activities

80%

Reformat B.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

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2019

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vol. 53

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issue 2

EN

The article presents geolocation as a modern form of communication with consumers, which is based on new methods of sending information. This modern technological solution is increasingly used by enterprises in various industries, including retail entities. It has a very wide range of applications from the perspective of marketing activities of trade entities. Geolocation can be used in the process of the analysis, planning and implementation of the marketing activities accompanying market research, the segmentation process or the composition of marketing mix tools. The article applies secondary research in the form of a critical analysis of the literature, including the analysis of activities of selected entities who are leaders in the application of geolocation.

5

Word of mouth marketing i marketing 2.0 - jako nietradycyjne formy komunikowania marketingowego

80%

Gawroński S.

Komunikacja Społeczna. Czasopismo elektroniczne

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2013

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issue 2(6)

31-42

PL

W niniejszym artykule przedstawiam znane i utrwalone już dość mocno w literaturze, choć wciąż w wielu obszarach niedoceniane trendy komunikowania marketingowego, wykraczające poza jego tradycyjne komponenty: word of mouth marketing i marketing 2.0. Ich porównanie wskazuje na liczne podobieństwa, stanowiące o wspólnym sposobie myślenia o komunikowaniu marketingowym. Obie formy wydają się także nabierać szczególnego znaczenia w dobie ukierunkowania coraz większej części strategii komunikowania marketingowego na nowych mediach.

EN

This article presents a known and well described in the literature, although still undervalued, marketing communication trends that go beyond the traditional components: word of mouth marketing and marketing 2.0. The comparison reveals many similarities. Both forms seem to take on a special significance in the era of increasing focus of the marketing communication strategies for new media.

6

Selected aspects of political marketing in Slovakia

80%

Štensová A., Štarchoň P.

Central European Journal of Communication

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2009

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vol. 2

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issue 2(3)

319-327

EN

The authors concentrate on particular aspects of political marketing within the frame- work of Slovak conditions. At the beginning, the article highlights characteristics of political market in Slovakia and then focuses on the importance of selected tools of political marketing, namely marketing research (public opinion researches and pre-election surveys), behaviour of electors, influence of mass media and communication on voters (media in marketing communications of political parties, new tools of communication) and engagement of celebrities in the election cam- paigns. Finally visible and enlarging significance of professionalisation of election campaigns is stressed.

7

Museum’s marketing communication tools – results of empirical research

80%

Macalik J.

Nauki o Zarządzaniu

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2018

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issue vol. 23 no. 2

12-18

EN

The aim of the article is to present the results of a quantitative survey of marketing managers in Polish museums on the marketing communication tools used in these institutions. The survey was conducted using the CAWI method in 2017 on a group of 85 marketing managers in museums. In the study, the scope of application and the importance of particular marketing communication tools for museums were established. It has been shown that advertising and Public Relations have a key role in the promotion of museums, in particular contact with the media and the organization of events. This study shows that a large group of Polish museums uses a fairly narrow range of marketing communication tools and that they only sporadically reach for modern communication tools. The article also presents the factors that have a positive and negative impact on the possibility of implementing effective marketing communication in museums.

8

Współczesne dzieje reklamy – rozwój mediów i potrzeb informacyjnych.) Source: Pieniadze i Wiez (Money and Social Bond

80%

Makowski M.

Pieniądze i Więź

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2012

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vol. 15

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issue 2(55)

137-149

EN

The article presents the key facts of history (from the late nineteenth century to the twenty-first century), which were not without significance for the development of advertising activity in the world. Contents of the paper refer to the important social and political events in the world, and clearly indicate the possibilities and circumstances of the development of advertising activity and its content in such specific conditions. It should be noted that a key element in determining the chronology in the presented article is technical and technological advances in the area of using media in the advertising business, in the indicated period.

9

Marketing Communication As Company Dialogue With The Market: Value Creation And Integration Perespective

80%

Wiktor J. W.

Management and Business Administration. Central Europe

|

2014

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vol. 22

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issue 4

194-204

EN

Purpose: The study aims to identify the role of communication in the process of creating and integrating value. The author considers three issues: 1) the identity and nature of marketing communication; 2) the structure of its functions and tasks in the creation of value; and 3) the role of marketing communication in the integration around value. Given the constraints of the study, the considerations are summary and selective and constitute an attempt at highlighting the key elements of the issue referred to in the study title. Methodology: The study is a theoretical reflection. By analysing the nature of marketing communication as a company’s dialogue with the market, it finds a theoretical justification: confirmation of the main thesis concerning the broader and deeper functions of communication in value marketing. Conclusions: The essential functions of marketing communication lend themselves to a broader than hitherto presentation as a task revolving around creating and integrating value. Communication by nature provides information about the offer of the company and its values (as in the traditional sense) and also it creates these values. Its major task involves integration around value, both internally within the structure of the marketing mix, and externally in the relationship between the company and the market, the company’s environment. Originality: Previous discussion of the issue in pertinent literature has placed communication at the final stage of the business activities and attributed to it the role of providing information about a particular utility, the value of the product in the process of social exchange. The author argues that this approach is incomplete. Marketing communication may be an area where value is created and may, at the same time, integrate values around the company’s market oriented activities.

10

Evaluation of the Influence of a Chosen Element of Insurance Companies' Employees Behaviour of on Specific Aspects of Customer Relations Management

80%

Grzebieniak A.

Olsztyn Economic Journal

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2013

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vol. 8

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issue 2

177-187

EN

Evaluation of the influence of a selected component of the insurance companies' employees' behaviour on the specific aspects of customer relations management was the objective of the paper. In the paper the hypothesis was assumed that appropriate development of customer relations depends to a large extent on the behaviours of employees defined mainly in the company management strategy in which strictly defined procedures in that area are indicated and appropriate technical, information, IT and organisation and management means are assured. The evaluation was made based on own surveys in which the questionnaire method was used. The mail or Internet questionnaire was the research tool. The questionnaires were distributed to 63 insurance companies possessing their registered offices in Poland during the years 2009-2011. In total, 57 completely and correctly completed questionnaires were returned.

11

DISPUTE ABOUT PUBLIC RELATIONS - BETWEEN SOCIAL AND MARKETINGCOMMUNICATION

80%

Gawroński S., Jakubowski R.

Social Communication. Online Journal

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2018

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issue 1 (17)

6-11

XX

Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.6-11

12

Reklama w świecie osób niesłyszących

80%

Makowski M.

Pieniądze i Więź

|

2013

|

vol. 16

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issue 1(58)

84-95

EN

The article discusses the basic principles for implementing the communication process with particular emphasis on the specifics of the deaf people. Indicating the need for information of this type of consumers, reference is made to conditions of marketing communication implemented in practice. An important complement to the theoretical study is presented data from a representative survey research among members of the Polish Association of the Deaf conducted in the first quarter of 2012. The primary objective of the study was to determine the attitude of the deaf to advertising, with particular emphasis on non-verbal and non-language content contained in the broadcast television commercials.

13

PERCEPTION OF EXTERNAL MARKETING COMMUNICATION OF COMPANIES BY YOUNG CUSTOMERS

80%

Rudczuk A.

Social Communication. Online Journal

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2017

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issue 2(16)

14-24

EN

External marketing communication of companies is a purposeful process of transferring information to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish companies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers.

14

Odległe dzieje reklamy - od czasów starożytnych ku współczesności

80%

Makowski M.

Pieniądze i Więź

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2012

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vol. 15

|

issue 1(54)

139-147

EN

The article presents chronologically the most important facts about the advertising activity, related both to the commercial and political activities. Using rich archival literature, the Author recreates the most important facts from the history of advertising’ functioning in society. The findings of a historical nature have led to verification of a number of circulating informations on the history of advertising in the world, from ancient times until the nineteenth century.

15

Efficiency and Effectiveness of Marketing Communication Tools on the Dance Schools Market Based on the Example of the Elita Dance Center in Kraków

80%

Kudełko K.

Przedsiębiorczość - Edukacja

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2017

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vol. 13. Uwarunkowania rozwoju przedsiębiorczości

216-227

EN

In recent years sport and physical activities in any form, including dance, are becoming more and more popular. As a result, there are many dance schools on the market. To stay on the market and acquire customers, dance schools use a variety of marketing communication tools. The aim of this article is to analyse the efficiency and effectiveness of marketing communication instruments applied by one of Kraków dance schools – the Elita Dance Center. The methods implemented in this paper included case study, quantitative analysis of the data and interview. The data used in this article include the data on the activities of the dance school Elita Dance Center, as well as the results of research conducted by interview among the customers of this school. The Elita Dance Center is an efficient company. With each season it acquires more and more customers. However, the activities of marketing communication are not very productive. Promotion costs are increasing faster than the number of clients and income from the dance classes.

16

Reception of the marketing communication function in the light of enterprise research

80%

Wiktor J. W.

Marketing Instytucji Naukowych i Badawczych

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2022

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vol. 46

|

issue 4

75-92

EN

The aim of the article is an attempt at empirical verification of the function of marketing communication. The objective formulated in this way aims to assess the content that companies attribute in their strategies to the basic functions of marketing communication. Thus, it defines an interesting problem of the reception of communication functions by enterprises in the practice of promotional activities. This assessment was made possible by empirical research on a sample of 103 companies. Their selection was random and quota-based with the use of controls due to the industry and the size of employment. The study employed open interviews based on the CATI methodology. The structure of the presented consideration is presented in Figure 1. The work consists of two parts. The first part considers the morphology of marketing communication. It focuses on the structure of the function of marketing communication, and it identifies its three major functions. The second part refers to the results of empirical research and presents its empirical assessment. It aims to identify the actual objectives of communication in the context of its informative function and the principles and value of communicated messages-the forms of persuasion and influence exerted on consumers as well as the role of communication as a company's competitive strategy in the sector.

17

Regional Policy and Regional Marketing at the Level of Small and Medium-sized Enterprises in Slovakia

70%

Labudová L., Jánošová D.

Political Preferences

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2020

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issue 26

41-54

EN

The article focuses on the characteristics of regional policy, regional development, regional marketing and regional marketing communication from a theoretical perspective. Subsequently, we characterize research that was realized in 2019 and included V4 countries - Slovakia, Poland, Hungary, Czech Republic, along with Serbia. Its aim was to characterize the main reasons of the failure of small and medium-sized enterprises and approach the current challenges of small and medium entrepreneurships, the main question we tried to answer was- How to prevent SMEs from failure? The activities related to the project led to the clarification of different aspects of business activities that can lead to successful and/or unsuccessful entrepreneurial activities. For the purpose of this article, we have selected eight research questions from Slovakia that are currently relevant to the topic of the article. We outline the main obstacles to business success in Slovakia, we characterize external factors that created business difficulties and three questions deal with marketing and marketing communication, because standing in a strong competitive environment requires, among other things, the ability to sell one´s business to customers. The aim of the article is to point out the factors that influence business and success in the market of small and medium enterprises in Slovakia.

18

Application of Marketing Communication Tools in Small and Medium Enterprises. Results of Regional Research

70%

Adamska M.

Barometr Regionalny. Analizy i prognozy

|

2018

|

issue 4(54)

81-88

EN

This paper aims to investigate the application of different types of communications forms and tools in the context of client capital management and development of the client lifetime value in the sector of small and medium enterprises. The research method was a questionnaire survey using computer-aided telephone interviews (CATI), on a group of 383 small and medium-sized enterprises from the Opolskie Voivodship. This research illustrates the use of diverse forms and tools by diverse members of the SME sector. More importantly, this research prepares conclusions for future development of communication as a main stimulator of increasing client lifetime value. The findings show that the small and medium enterprises in Opolskie Voivodship are aware of the need to use a variety of tools to communicate with clients. The tools are diverse and have a different degree of contact intensity, which effectively contributes to the involvement of clients in the relationship with the company’s offer. In the future the SME sector should develop and diversify channels of communication with client capital. For modern enterprises, the most important thing will be constant development of the client’s lifetime value.

PL

Niniejszy artykuł ma na celu zbadanie zastosowania różnych rodzajów form i narzędzi komunikacyjnych w kontekście zarządzania kapitałem klienta i rozwoju wartości życia klienta w sektorze małych i średnich przedsiębiorstw. Wykorzystaną metodą było badanie ankietowe przeprowadzone przy użyciu wspomaganego komputerowo wywiadu telefonicznego (CATI), na grupie 383 małych i średnich przedsiębiorstw z województwa opolskiego. Badanie to ilustruje wykorzystanie różnorodnych form i narzędzi przez różnych członków sektora MŚP. Co ważniejsze, badanie to przygotowuje wnioski dotyczące przyszłego rozwoju komunikacji jako głównego stymulatora zwiększania wartości klienta w czasie. Wyniki wskazują, że małe i średnie przedsiębiorstwa w regionie opolskim są świadome potrzeby korzystania z różnych narzędzi do komunikacji z klientami. Narzędzia są różnorodne i mają różny stopień nasilenia kontaktu, co skutecznie przyczynia się do zaangażowania klientów w relację z ofertą firmy. W przyszłości sektor MŚP powinien rozwijać i zdywersyfikować kanały komunikacji z kapitałem klientów. Dla nowoczesnych przedsiębiorstw najważniejszą rzeczą będzie stałe rozwijanie wartości klienta w czasie.

19

Marketing communication in the light of challenges brought about by virtualisation and interactivity

70%

Mazurek-Łopacińska K., Sobocińska M.

Economics and Business Review

|

2016

|

vol. 2(16)

|

issue 4

65-76

EN

The development of marketing communication is multi-directional and its new dimensions and forms are related to new business ideas, the growing use of the Internet and the changing behaviour of media users. The article aims to show the main changes in the field of marketing communication which are expressed through the growing influence of the new media, the development and increasingly professional character of marketing communication, both at the stage of ideas and forms, as well as the organisation of communication actions by enterprises and other entities on the market. This is tied to the changing role of the consumer in the marketing communication process and their increased activity at all stages of the value management process. Amongst the directions of marketing communication development and its increasingly international and professional character – as manifested by various entities with a big potential to advance creative businesses – should be noted as well. Moreover an intertwining of marketing communication with pop culture is observable. The changes in marketing communication presented in this article imply a new set of challenges for marketing research. The article is based on a literature review and an analysis of selected results of quantitative research conducted as part of the Internet in marketing and the use of new technologies in cooperation between a firm and its clients project.

20

The relationship of marketing communication and customer behaviour in the online store industry

70%

Grąbczewska K.

Catallaxy

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2021

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vol. 6

|

issue 1

19-27

EN

Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental. Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour. Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods. Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

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