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 2020
Authors / editors: Justyna Pierewoj
Published in: Acta Iuris Stetinensis
The paper constitutes an attempt at analysing the issue of misleading advertising practices for medicinal products and dietary supplements. Furthermore, the aim of the paper was to provide an answer to the question whether the binding legal regulations concerning advertisement of…
DOI: 10.18276/ais.2020.32-05 · ISSN: 2083-4373
Article 2018
Authors / editors: Anna Szwajlik
Published in: European Journal of Service Management
This article, in its first part, presents a theory related to the creation of an employer and social media brand as a new group of tools supporting employer branding. The second part depicts the results of qualitative research carried out among ICT sector enterprises to illustrat…
DOI: 10.18276/ejsm.2018.28/2-59 · ISSN: 2450-8535
Article 2018
Authors / editors: Agnieszka Bojanowska
Published in: Marketing i Zarządzanie
The purpose of the paper is to employ customer relationship management (CRM) conception for translating thinking about human recourses management in enterprises. Giving stuff name of internal customer is connected with perceive needs and expectations of people working in enterpri…
DOI: 10.18276/miz.2018.53-02 · ISSN: 2450-775X
Article 2018
Authors / editors: Paulina Karp-Zawlik
Published in: Marketing i Zarządzanie
The added value for the employer is acceptance of the goals and values of the company and the positive attitude of the employee to the organization. The main purpose of this article was to show the relationship between the employer branding and organizational commitment. Lack of …
DOI: 10.18276/miz.2018.51-15 · ISSN: 2450-775X
Article 2017
Authors / editors: Grzegorz Szymański, Barbara Mróz-Gorgoń
Published in: Marketing i Zarządzanie
The popularity of social media as a marketing communication channel results from a number of determinants, among which the most important are: the large number of users and the development of increasingly advanced selection mechanisms of the target group. Social media generally a…
DOI: 10.18276/miz.2017.47-35 · ISSN: 2450-775X
Article 2017
Authors / editors: Wojciech Kolasa
Published in: Europa Regionum
The present article depicts the influence of employer branding on employment in a company as well as processes where employer branding (EB) is very often applied. First, employer branding is explained. A short history of EB and its influence on organization is presented. Then the…
DOI: 10.18276/er.2017.32-01 · ISSN: 1428-278X
Article 2017
Authors / editors: Alexandra Vereteno, Mikhail Freze
Published in: Ekonomiczne Problemy Usług
The article describes the basic concepts of branding. It presents also a method of formation of the brand in the fast Moving Consumer Goods (FMCG) Market and on the Internet. The authors describe in detail the practical techniques as well as the formation of the brand of the Fac…
DOI: 10.18276/epu.2017.126/2-43 · ISSN: 1896-382X
Article 2016
Authors / editors: Anna Niedzielska
Published in: Marketing i Zarządzanie
The article is based on the assumption that emotions are integrally related to modern marketing. However, the emotional marketing cannot be recognized as a distinct trend, it is only possible to point at some chosen marketing domains where emotions are dominants of activity, e.g.…
DOI: 10.18276/miz.2016.45-29 · ISSN: 2450-775X
Article 2016
Authors / editors: Jarosław A. Kowalski
Published in: Marketing i Zarządzanie
The process of supporting products’ brands with external brands is increasingly common phenomenon in the market. Co-branding may involve two (or more) products’ brands that are complementary to each other. They pass a message to the target audience about the benefits of synergy o…
DOI: 10.18276/miz.2016.44-31 · ISSN: 2450-775X
Article 2016
Authors / editors: Mirosław Marczak
Published in: Ekonomiczne Problemy Turystyki
An analysis of the selected aspects of activities taken within the framework of branding by European national tourism organizations (NTO) is the main purpose of the article. The branding activities of 39 national organizations that function on the territory of Europe were the sub…
DOI: 10.18276/ept.2016.4.36-02 · ISSN: 1644-0501
Article 2015
Authors / editors: Marzena Frankowska
Published in: Problemy Transportu i Logistyki
Employer Branding is a relatively new concept, which evolves according to the needs of companies and with respect to changing market challenges. The article presents the change in the perception of the importance of employer brand: from recruitment to the need to attract talent b…
DOI: 10.18276/ptl.2015.30-13 · ISSN: 1644-275X
Article 2015
Authors / editors: Magdalena Daszkiewicz
Published in: Marketing i Zarządzanie
The paper presents the theoretical discussion on the possibilities of using "smart idea" in city marketing. Theoretical considerations based on literature studies, enriched with case studies of smart cities are the basis for formulation of a definition of smart marketing, descrip…
DOI: 10.18276/pzfm.2015.41/1-21 · ISSN: 1509-0507
Article 2015
Authors / editors: Dorota Bednarska-Olejniczak
Published in: Marketing i Zarządzanie
The objective of the paper is to determine what kind of CSR activities addressed to bank employees are undertaken by the largest banks in Poland, which of the areas indicated in the PN ISO 26000 and to what extent are actively pursued by banks, and to what degree these activitie…
DOI: 10.18276/pzfm.2015.41/1-19 · ISSN: 1509-0507
Article 2010
Authors / editors: Marek Czerwiński
Published in: Acta Politica Polonica
In the article, the author demonstrates two the mostly promoted in the post war period visions for development of Szczecin: the one created in the seventies of the 20thcentury and Floating Garden Project, which has been presented since 2008. In both, water played considerable rol…
ISSN: 0867-0617