Article 2018
Authors / editors: Mariusz Woźniakowski
Published in: European Journal of Service Management
The article focuses on the identification of the concept and the role that corporate social responsibility may play in marketing communication of the companies of the financial services sector. The reflections start with an overview of the essence of corporate social responsibili…
DOI: 10.18276/ejsm.2018.25-42 · ISSN: 2450-8535
Article 2018
Authors / editors: Agnieszka Budziewicz-Guźlecka, Mariusz Woźniakowski
Published in: European Journal of Service Management
Social media are one of the most flexible and dynamic tools of the Internet, which stems from the fact that they offer bidirectional communication. They enable banks to individualize the process of marketing communication and conduct the kind of communication with clients on the …
DOI: 10.18276/ejsm.2018.25-03 · ISSN: 2450-8535
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 2017
Authors / editors: Krystyna Mazurek-Łopacińska, Magdalena Sobocińska
Published in: Marketing i Zarządzanie
Growing saturation of social and economic life with Internet technologies causes growth of market space and affects changes in business models, which is accompanied by the development of the Internet functions and forms of marketing communication. The purpose of the paper is to s…
DOI: 10.18276/miz.2017.47-32 · ISSN: 2450-775X
Article 2017
Authors / editors: Joanna Wyrwisz
Published in: Marketing i Zarządzanie
The aim of the paper is pointing out the using unconventional and customized tools in marketing communication of cities and regions. The particular focus is paid on advertainment, which is an advertisement in an entertainment form, not always directly connected to a product. Base…
DOI: 10.18276/miz.2017.47-29 · ISSN: 2450-775X
Article 2017
Authors / editors: Beata Gotwald-Feja
Published in: Marketing i Zarządzanie
Due to the growing importance of marketing communication in omnichannel reality, there is a high need to analyse ways of information transfer in model schemes. Main goal of the paper is presentation of conceptual model of omnichannel marketing communication (OMC). The model bases…
DOI: 10.18276/miz.2017.47-24 · ISSN: 2450-775X
Article 2017
Authors / editors: Anna Rogala
Published in: Marketing i Zarządzanie
The objective of this paper is to analyze the information behaviors of modern consumers and their implications for the organizations activities in marketing communications. This paper presents the results of structured direct interviews on consumers' information and communication…
DOI: 10.18276/miz.2017.47-21 · ISSN: 2450-775X
Article 2017
Authors / editors: Joanna Wyrwisz
Published in: Marketing i Zarządzanie
The paper concerns inbound marketing (IM), the marketing conception based on undertaking communication activities by companies that allow the recipients finding the sender of a message by themselves, with an important role of social media and proper content. The author intended t…
DOI: 10.18276/miz.2017.49-22 · ISSN: 2450-775X
Article 2017
Authors / editors: Barbara Szymoniuk
Published in: Marketing i Zarządzanie
Classical marketing communications models do not reflect the complexities of the contemporary communications processes. The article proposes a new graphical model of marketing communications. This model has an integrated character, taking into account the complexity and mutuality…
DOI: 10.18276/miz.2017.49-16 · ISSN: 2450-775X
Article 2017
Authors / editors: Bogusław Bembenek
Published in: Marketing i Zarządzanie
The aim of the paper is to characterize the importance of marketing communications in the process of cluster development. The paper consists of two integral parts. The first presents specific attributes and strategic dimension of cluster marketing communications. The second chara…
DOI: 10.18276/miz.2017.47-08 · ISSN: 2450-775X
Article 2017
Authors / editors: Joanna Wyrwisz
Published in: Studia i Prace WNEiZ US
The aim of the article is pointing out digital abstinence as the contemporary market trend, which determines methods and tools in the communication of the organization with market environment. The research approach based on preliminary research of the writing and Internet sources…
DOI: 10.18276/sip.2017.48/2-31 · ISSN: 2450-7733
Article 2017
Authors / editors: Dagna Siuda, Magdalena Grębosz
Published in: Studia i Prace WNEiZ US
The article presents the possibilities of creating the brand image in social media. Selected methods of marketing communication offered by social media and used by companies to build and reinforce the brand image are also analysed. In the article the review of foreign and Polish …
DOI: 10.18276/sip.2017.48/2-26 · ISSN: 2450-7733
Article 2017
Authors / editors: Mariusz Woźniakowski
Published in: Ekonomiczne Problemy Usług
Modern marketing requires companies to communicate effectively with both existing customers and potential. This is particularly important in the highly competitive sectors, such as telecommunications. One of the basic instruments of marketing communication have now become social …
DOI: 10.18276/epu.2017.126/2-32 · ISSN: 1896-382X
Article 2017
Authors / editors: Olgierd Witczak
Published in: Studia i Prace WNEiZ US
The article analyses the phenomenon of interaction in the process of marketing communication. Indicated on theoretical concepts (the paradigm of the network, symbolic interactionism, relationship marketing), which can be analytical area in explaining and describing the issues of …
DOI: 10.18276/sip.2017.48/2-08 · ISSN: 2450-7733
Article 2016
Authors / editors: Sabina Zaremba-Warnke
Published in: Marketing i Zarządzanie
The article presents the problem of consumer belief on the real ecological performance of the product. It is emphasised that this problem is a big challenge for marketing, especially in the area of marketing communication. The article characterizes the main factors, which influen…
DOI: 10.18276/miz.2016.45-36 · ISSN: 2450-775X
Article 2016
Authors / editors: Iwona Wilk
Published in: Marketing i Zarządzanie
Ecolabelling plays an important role in the companies’ communication process with the market environment and encourages them to achieve better results in their ecological activities. The article aims to show the importance of ecolabelling company’s offer in its marketing communic…
DOI: 10.18276/miz.2016.45-35 · ISSN: 2450-775X
Article 2016
Authors / editors: Beata Tarczydło
Published in: Marketing i Zarządzanie
The article aims at providing an overview of directions in development of modern marketing communication activities for the brands. The analysis has been focussed on the following thesis: in the second decade of the 21st century, marketing communication is strongly determined by …
DOI: 10.18276/miz.2016.45-34 · ISSN: 2450-775X
Article 2016
Authors / editors: Tomasz Sondej
Published in: Marketing i Zarządzanie
The article presents basic problems with the perception of non-governmental organizations by Polish society, the NGO’s restrictions on marketing communication and conditions of the communication process of these organizations with usable tools of communication. The text is suppor…
DOI: 10.18276/miz.2016.45-19 · ISSN: 2450-775X
Article 2016
Authors / editors: Angelika Pabian
Published in: Marketing i Zarządzanie
The main objective of the article is to present the means and tools that university needs for marketing communication, which can be used to gain some competitive advantage in the sector. The article discusses modern technologies as the tools of communication and promotion, among …
DOI: 10.18276/miz.2016.45-17 · ISSN: 2450-775X
Article 2016
Authors / editors: Krystyna Mazurek-Łopacińska, Magdalena Sobocińska
Published in: Marketing i Zarządzanie
The socio-economic changes currently underway lead to competition not only between companies but also between cities, regions or other forms of spatial organization. The aim of the article is to show new forms of marketing communication that help create the image of the region. C…
DOI: 10.18276/miz.2016.45-16 · ISSN: 2450-775X
Article 2016
Authors / editors: Wioletta Krawiec, Kamila Szymańska
Published in: Marketing i Zarządzanie
The objective of the article is to identify the expectations of the customers of the theatrical institutions towards the use of traditional and modern forms of promotion, including the channel of communication and content of the messages. The basis for empirical studies is provid…
DOI: 10.18276/miz.2016.45-15 · ISSN: 2450-775X
Article 2016
Authors / editors: Anna Dąbrowska, Mirosława Janoś-Kresło
Published in: Marketing i Zarządzanie
Communication plays an important role in marketing strategies of both companies and institutions or organizations. The aim of the article is to show that non-profit organizations recognize the importance of marketing communications and they apply different marketing tools as part…
DOI: 10.18276/miz.2016.45-12 · ISSN: 2450-775X
Article 2016
Authors / editors: Magdalena Daszkiewicz
Published in: Marketing i Zarządzanie
The aim of this article is identification of success factors of a social campaign. The author points to the processes, elements and features that can decide the strength of its impact. The basis for the considerations is the case study of the low-budget campaign „You can change i…
DOI: 10.18276/miz.2016.45-11 · ISSN: 2450-775X
Article 2016
Authors / editors: Leszek Gracz
Published in: Marketing i Zarządzanie
The paper is a review of secondary sources presenting the importance of mobile marketing communication on the contemporary market. A special attention is paid to the use of smartphones in marketing communication, both from the sender’s (organization’s) and receiver’s (customer’s)…
DOI: 10.18276/miz.2016.46-17 · ISSN: 2450-775X
Article 2016
Authors / editors: Urszula Garczarek-Bąk
Published in: Marketing i Zarządzanie
The aim of this paper is to examine the increasing effectiveness of marketing communication in an online environment usage by retailers. The methodology used in the article is based on literature research and Internet resources since those are the most up-to-date information abou…
DOI: 10.18276/miz.2016.46-15 · ISSN: 2450-775X
Article 2016
Authors / editors: Agnieszka Wilczak
Published in: Studia i Prace WNEiZ US
This article is devoted to analysis of sexual minority expectations connected with marketing communication differentiation regarding sexual preferences of receivers. LGBT community purchase power is dynamically growing. However, this market still remains poorly recognized and und…
DOI: 10.18276/sip.2016.43/3-39 · ISSN: 2450-7733
Article 2016
Authors / editors: Anna Maria Nikodemska- Wołowik, Katarzyna Andruszkiewicz
Published in: Studia i Prace WNEiZ US
The phenomenon of educational services’ commercialization, especially at the post- -secondary level shows that it is necessary to intensify marketing activities, which are subject to coherent strategy of the entire, often consisting of many various units, supplier of those servic…
DOI: 10.18276/sip.2016.43/3-27 · ISSN: 2450-7733
Article 2016
Authors / editors: Joanna Wyrwisz
Published in: Studia i Prace WNEiZ US
The article concerns content marketing as an tool gaining meaning in the effective marketing communication. Creating valuable and involving contents, appropriately profiled to the defined target group, isindeed increasing the effectiveness of getting with the message, in particul…
DOI: 10.18276/sip.2016.43/2-37 · ISSN: 2450-7733
Article 2016
Authors / editors: Agnieszka Tul- Krzyszczuk, Monika Świątkowska, Maria Jeznach, Agata Przybyła
Published in: Studia i Prace WNEiZ US
Nowadays important measure increasing the competitiveness of the store on the market include the use of multiple new solutions in the area of marketing and customer communication. The aim of this work was to characterize the deliberations and attempt to assess the application of …
DOI: 10.18276/sip.2016.43/2-32 · ISSN: 2450-7733
Article 2015
Authors / editors: Tomasz Holecki, Katarzyna Lar, Magdalena Syrkiewicz-Świtała
Published in: Marketing i Zarządzanie
The development of social media introduces new opportunities and challenges to marketing communications. Local and regional authorities responsible for health prevention and efficient communication in the region are forced to draw on contemporary sources and channels of communica…
DOI: 10.18276/pzfm.2015.40-17 · ISSN: 1509-0507