Chapter 2025
Authors / editors: Marta Sidorkiewicz, Karolina Królikowska, Berenika Dyczek, Edyta Pijet-Migoń, Anna Dubel
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2
Purpose: This study examines the role of Artificial Intelligence (AI) in enhancing sustainability and efficiency within the wine industry. It focuses on AI-driven intelligent management in viticulture, wine production, and enotourism.
Need for the Study: As the wine industry f…
DOI: 10.18276/978-83-8419-053-1-42 · ISBN: 978-83-8419-053-1
Chapter 2025
Authors / editors: Mateusz Piwowarski, Bogusław Bogdanowicz, Jacek Cypryjański
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2
Purpose: This publication presents the results of a study on the impact of unconventional (surreal) architectural visualisation settings on the perception of single-family house design. Particular emphasis was placed on analysing the audience's emotional and cognitive reactions.
…
DOI: 10.18276/978-83-8419-053-1-3 · ISBN: 978-83-8419-053-1
Chapter 2025
Authors / editors: Konrad Biercewicz, Michał Hendryk
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2
Purpose: The objective of this research is to investigate the interrelationships between attentional processes, emotional responses, and consumer product selection within an immersive virtual reality (VR) retail environment.
Need for the study: Examining the interaction among …
DOI: 10.18276/978-83-8419-053-1-2 · ISBN: 978-83-8419-053-1
Chapter 2025
Authors / editors: Małgorzata Wiścicka-Fernando
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2
Purpose: This article presents results from neuromarketing EEG and VR analyses conducted on consumers' purchasing decisions and their decision-making processes in immersive virtual environments.
Need for the study: Given the increasing interest in intelligent management of con…
DOI: 10.18276/978-83-8419-053-1-1 · ISBN: 978-83-8419-053-1
Chapter 2025
Authors / editors: Monika Spychalska-Wojtkiewicz
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1
Purpose: The paper aims to clarify the direction of changes in marketing management. This analysis focused on creative sector enterprises that come from Poland. The paper is outlining COVID-19 pandemic impact on the management policy implemented in companies and what has been cha…
DOI: 10.18276/978-83-8419-028-9-34 · ISBN: 978-83-8419-028-9
Chapter 2025
Authors / editors: Mateusz Juźwik
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1
Purpose: This study evaluates how internet‑based communication tools shape higher‑education institutions’ images from students’ viewpoints, identifying the most potent instruments and contrasting perceptions between public and non‑public universities within intelligent management…
DOI: 10.18276/978-83-8419-028-9-31 · ISBN: 978-83-8419-028-9
Chapter 2025
Authors / editors: Anna Szwajlik
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1
Purpose: The digital technology revolution has greatly changed how companies interact with their customers, which is directly related to the company's probability and durability. As a result, companies are constantly looking for new ways to improve customer experiences and engage…
DOI: 10.18276/978-83-8419-028-9-10 · ISBN: 978-83-8419-028-9
Chapter 2025
Authors / editors: Katarzyna Włodarczyk
Published in: Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.1
Purpose: The aim of the paper is evaluating the use of AI in branding and marketing activities in the operation of a company.
Need for the study: Building a recognizable brand is nowadays regarded as one of the most effective tools for creating a competitive advantage in the m…
DOI: 10.18276/978-83-8419-028-9-02 · ISBN: 978-83-8419-028-9
Article 2019
Authors / editors: Iwona Kowalczuk, Jerzy Gębski, Agnieszka Maciąg, Beata Sawicka
Published in: Ekonomiczne Problemy Turystyki
The main aim of the conducted research was to recognize the issue of tipping in restaurants by Polish consumers and to carry out consumer segmentation based on the reasons for tipping. The study was conducted in December 2017 on a sample of 1,000 people using the CAWI method. In …
DOI: 10.18276/ept.2019.1.45-05 · ISSN: 1644-0501
Article 2018
Authors / editors: Adam Sagan
Published in: Marketing i Zarządzanie
The aim of the paper is to provide methodological framework to model intensive longitudinal data (ILD). The specific types of such data are consumer moods and emotional feelings that constitute the satisfaction states of the consumer. The research process of ILD involves ecologic…
DOI: 10.18276/miz.2018.54-05 · ISSN: 2450-775X
Article 2018
Authors / editors: Natalia Żak, Piotr Przybyłowski
Published in: Marketing i Zarządzanie
Apitherapy is a traditional, natural method used for the prevention and treatment of diseases. In connection with the inclusion of modern medical practice of bee products and more frequent their widespread use, the paper discusses the use of products of bees in the prevention and…
DOI: 10.18276/miz.2018.53-21 · ISSN: 2450-775X
Article 2018
Authors / editors: Joanna Zjawin
Published in: Marketing i Zarządzanie
The objective of the paper is to identify and precondition attitudes of consumers of different generations in purchasing process. On the grounds of literature studies and panel discussion with representatives of groups, the author will determine the types of behaviors that are di…
DOI: 10.18276/miz.2018.53-20 · ISSN: 2450-775X
Article 2018
Authors / editors: Beata Tarczydło, Anna Kondak, Adrian Konior
Published in: Marketing i Zarządzanie
The objective of the paper is to explain viral marketing and to indicate its place and role in management of contemporary organizations. The literature studies were conducted and available research and reports reviewed as well as a project of own research executed in the paper. S…
DOI: 10.18276/miz.2018.53-17 · ISSN: 2450-775X
Article 2018
Authors / editors: Tomasz Sondej
Published in: Marketing i Zarządzanie
Positioning of products should take into account the achievement of previously assumed differentiating points and points matching the product offered on the market to other products offered in a given market. Differentiating points are primarily benefits, which consumers associat…
DOI: 10.18276/miz.2018.53-15 · ISSN: 2450-775X
Article 2018
Authors / editors: Agnieszka Palka
Published in: Marketing i Zarządzanie
There have been quite intensive development of the ice cream market in recent years in Poland, especially of impulse ice cream. The impulse ice-cream market is developing, among others, thanks to young consumers who are increasingly consuming these products and have an impact on …
DOI: 10.18276/miz.2018.53-14 · ISSN: 2450-775X
Article 2018
Authors / editors: Alina Oczachowska
Published in: Marketing i Zarządzanie
The authorities of towns and villages at the Baltic cost willingly take advantage of the inflow of domestic and foreign tourists in the summer season by presenting their touristic offers .The objective of the paper is to diagnose the importance of events in strengthening the cohe…
DOI: 10.18276/miz.2018.53-12 · ISSN: 2450-775X
Article 2018
Authors / editors: Aleksander Lotko
Published in: Marketing i Zarządzanie
The purpose of the paper is twofold: (1) to quantify an informal marketing message generated by customers of garages and (2) to identify formal characteristics differentiating this message. According to the first hypothesis it was researched that the value of the NPS index equals…
DOI: 10.18276/miz.2018.53-09 · ISSN: 2450-775X
Article 2018
Authors / editors: Marta Ciarko, Agnieszka Paluch-Dybek
Published in: Ekonomiczne Problemy Usług
Business entities, various types of organizations and local government units that operating on the contemporary market, operate in competitive conditions and constantly changing environment. Rationality is the essence of controlling which leads to the proper use of resources and …
DOI: 10.18276/epu.2018.133/1-06 · ISSN: 1896-382X
Article 2018
Authors / editors: Maria Kehayova-Stoycheva, Julian Vasilev
Published in: Ekonomiczne Problemy Usług
The purpose of this article is to define the term “Internet addiction” by defining associated terms with it and their dimensions that can be correctly applied in social research and to outline the scope of “Internet addiction”. The research is focused on scientific articles publi…
DOI: 10.18276/epu.2018.131/2-23 · ISSN: 1896-382X
Article 2018
Authors / editors: Marcin Gębarowski
Published in: Ekonomiczne Problemy Usług
Virtual trade fairs have been gaining in popularity for more than a decade. In view of the rapid development of the Internet, some experts are of the opinion that such solutions can replace meetings between exhibitors and visitors which take place in exhibition halls. Therefore, …
DOI: 10.18276/epu.2018.131/2-07 · ISSN: 1896-382X
Article 2018
Authors / editors: TOMASZ STUDZIENIECKI, CORINA TATAR
Published in: Ekonomiczne Problemy Turystyki
This paper discusses territorial marketing of Euroregions. Websites, one of the marketing tools, were the subject of an analysis. Based on literature research and experiences of the authors, criteria for website assessment have been prepared and 14 Polish Euroregional entities we…
DOI: 10.18276/ept.2018.4.44-16 · ISSN: 1644-0501
Article 2018
Authors / editors: ANDRZEJ MATEUSZ WAJDA, SIMONE PUORTO
Published in: Ekonomiczne Problemy Turystyki
This article reviews theoretically the impact of opinions about a hotel on the Internet on the financial results of a hotel company. The paper includes an overview of literature focused on hotel business and the reputation management concept which influence the decision-making pr…
DOI: 10.18276/ept.2018.4.44-05 · ISSN: 1644-0501
Article 2018
Authors / editors: Magdalena Soboń
Published in: Studia i Prace WNEiZ US
The strategy of focusing on low prices is replacing on the market by concentration on values. The aim of the article is to show how this process proceeds on the example of a dental office. Observation supported by an individual direct interview of a popular dental centre was used…
DOI: 10.18276/sip.2018.53/3-09 · ISSN: 2450-7733
Article 2018
Authors / editors: Sebastian Zupok
Published in: Studia i Prace WNEiZ US
Delivering value to customers is important for managers, leaders and entrepreneurs alike. In order to be willing to pay, the customer must draw value from the market offer. There are two aspects to customer value: the desired and perceived value. The desired value refers to
what…
DOI: 10.18276/sip.2018.53/3-07 · ISSN: 2450-7733
Article 2018
Authors / editors: Beata Tarczydło, Anna Kondak, Adrian Konior
Published in: Marketing i Zarządzanie
In the current new economic reality, the marketing experts can and should use internet as the powerful information and communication, as well as sales channel. The article aims at providing an overview of viral marketing communication related to the brand in the internet, from th…
DOI: 10.18276/miz.2018.54-07 · ISSN: 2450-775X
Article 2018
Authors / editors: Kamila Słupińska
Published in: European Journal of Service Management
The aim of the article was to show how to obtain opinions, as well as to shape a new product for the generation of Z. The article focuses on the use of selected qualitative research, in which one can learn about what young people are directed by. Through their direct involvement,…
DOI: 10.18276/ejsm.2018.27/2-47 · ISSN: 2450-8535
Article 2018
Authors / editors: Zofia Gródek-Szostak, Danuta Kajrunajtys, Gabriela Malik, Anna Szeląg-Sikora
Published in: European Journal of Service Management
The main subject considered in this article is the idea of a “learning” region and if the Małopolskie Voivoidship has the features, which allow to consider it as a such. The analysis of the statistical data for the years 2007–2016 has led to the conclusion that such a term is leg…
DOI: 10.18276/ejsm.2018.27/2-21 · ISSN: 2450-8535
Article 2018
Authors / editors: Zofia Gródek-Szostak, Jadwiga Adamczyk, Danuta Kajrunajtys
Published in: European Journal of Service Management
The article points to diffusion of innovation as a consequence of popularization and dissemination of the results of projects implemented with the help of the Structural Funds. Attention has been paid to the progressive nature of the diffusion process. It is a kind of transformat…
DOI: 10.18276/ejsm.2018.27/2-20 · ISSN: 2450-8535
Article 2018
Authors / editors: Urszula Chrąchol-Barczyk
Published in: European Journal of Service Management
Kuba Klawiter, who is in Poland one of the most known influencers in the new technologies industry, took part in the online campaign of x-comput store. After announcing to the subscribers the details of the promotional campaign dedicated to them, he made the servers block after 5…
DOI: 10.18276/ejsm.2018.27/2-10 · ISSN: 2450-8535
Article 2018
Authors / editors: Joanna Nieżurawska-Zając
Published in: Marketing i Zarządzanie
The main goal of the article is to examine the attractiveness of modern systems and concepts of motivating and remunerating such as cafeteria systems, the concept of work-life-balance and the concept of „hygge”. The study characterizes each generation on the basis of the selected…
DOI: 10.18276/miz.2018.51-30 · ISSN: 2450-775X