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Wykorzystanie instrumentarium komunikacjimarketingowej w procesie kształtowania wizerunkuna przykładzie sieci detalicznych

100%
Kolasińska-Morawska K.
Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu
|
2012
|
issue 31
213-224
PL
Funkcjonowanie przedsiębiorstw w dobie konkurencji jest uzależnione od utrzymywania kontaktów z otoczeniem, w tym zwłaszcza z klientem – konsumentem. W tym budowanie tożsamości podmiotu gospodarczego może być punktem wyjściowym do kreacji wizerunku w oczach klientów – konsumentów. Zarządzający przedsiębiorstwami w szczególności zaś sieciami detalicznymi dostrzegają i doceniają metody, techniki oraz narzędzia komunikacji, które właściwie stosowane mogą wspomóc budowę wizerunku. Szczególnie cennym jest wykorzystywanie przez sieci handlowe narzędzi komunikacji organicznej (architektury, obsługi, wsparcia promocyjnego oraz cenowego), które konsekwentnie stosowane sprawiają, że zbudowany wizerunek sieci handlowej może stać się jej głównym atutem w walce o udział w portfelu klienta – konsumenta.
EN
Operation of enterprises in the era of competition is dependent on maintaining con¬tact with the environment in particular with the customer-consumer. Building a corporate identity should be a starting point for creating the image in the eyes of customers. Compa¬ny managers (especially those responsible for retail chains) can notice and use methods, techniques and communication tools which support image creation. Particularly valuable for retail chains are organic communication tools as elements of architecture, customer service, price and promotional support. Applied consistently, such tools can strengthen corporate image and become a source of competitive advantage when it comes to attract the customers.
2
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Celebrytyzacja polityczna

100%
Annusewicz O.
Studia Politologiczne
|
2011
|
vol. 20
268-278
EN
Article is devoted to analysis of celebritisation of politics. Author defines the term and proposes to treat celebritisation as a tool of modern politics, also called „postpolitics”. Politicians seeking chances to get out votes apart from using traditional political communication, presenting substantial programs and thesis in political debate, try to build their fame and gain sympathy of voters using privacy. Text is illustrated with examples taken from current polish politics.
3
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Strategia wysokiego ryzyka – wyborczy rebranding Jarosława Kaczyńskiego

100%
Kolczyński M.
Studia Politologiczne
|
2011
|
vol. 19
224-246
EN
The special character of the campaign, which preceded the ‘2010 presidential elections in Poland was a result of extraordinary interesting strategic conceptions, adapted to complex structure of factors determining the course of electoral rivalry, assumed by the subjects of political rivalry. Special attention should be paid to extremely creative as well as burdened with high marketing risk, campaign of Jarosław Kaczyński. The campaign was led against the stereotypical connotations with Prawo i Sprawiedliwość and the actual contestation of basic characteristics of previous PiS leader’s image.
4
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Kreowanie wizerunku polityka w sytuacji konfliktu politycznego na przykładzie debat przedwyborczych 2007 roku

88%
Annusewicz O.
Studia Politologiczne
|
2010
|
vol. 16
158-183
EN
Apart from using political marketing tools and having attractive political programme, what makes an election campaign successful, is a strategy of image management during conflict. Wise image management, behavior and attitude in conflicted environment of politics is interesting to media and voters. Author presents basic information regarding conflict and analyses strategies of image management applied by three major polish political leaders in 2007. Three debates, held on 1st, 12th and 15th of October 2007 between Jarosław Kaczyński, Aleksander Kwaśniewski and Donald Tusk were the major source to this analysis.
5
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W jakim zakresie marketing polityczny może czerpać z marketingu ekonomicznego? Próba porównania marketingu politycznego z marketingiem ekonomicznym

45%
Zajdowski K.
Studia Politologiczne
|
2010
|
vol. 16
208-233
EN
The aim of the article is to compare the discipline of political marketing with the commercial marketing. It is also an attempt to outline the domain of political marketing. It is argued that despite some essential differences, the area of interest of the political marketing is very similar to the field of economical marketing. Nevertheless the elements of the marketing mix shell be understood differently. There is no price ascribed to the political product. Neither the placement/ distribution nor the product can be perceived in the same way as in commercial marketing.
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