Marketing i Zarządzanie

Contents

1. 1.

   Use of strategic marketing management tools in contemporary enterprises

   Paweł Cegliński

   Article pages: 8 (9-16)

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2. 2.

   Text and images in promotional materials − what type of information is important for customers?

   Aneta Disterheft

   Article pages: 7 (17-23)

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3. 3.

   Responsible sponsorship as an element of building positive relationship with the environment

   Marta Grabowska

   Article pages: 7 (25-31)

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4. 4.

   Relationships matter – towards understanding university–industry links

   Małgorzata Grzegorczyk

   Article pages: 8 (33-40)

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5. 5.

   Social media as a relationship marketing tool of modern university

   Hanna Hall, Kamila Peszko

   Article pages: 16 (41-56)

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6. 6.

   Logistics customer service on the example of courier companies

   Agnieszka Matuszczak, Urszula Chrąchol-Barczyk

   Article pages: 9 (57-65)

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7. 7.

   The importance of trust and loyalty in financial institutions in financial decision-making process of households

   Marta Musiał, Monika Pettersen-Sobczyk

   Article pages: 9 (67-75)

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8. 8.

   Trust in effective relationship management on the procurement market

   Arkadiusz Stajszczak, Bożena Wujec, Iwona Ksiądzyna

   Article pages: 9 (77-85)

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9. 9.

   Customer knowledge valuation model based on customer lifecycle

   Przemysław Tomczyk

   Article pages: 8 (87-94)

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10. 10.

    E-services: concept, specificity, and marketing elements to create their value

    Paweł Brzustewicz, Iwona Escher

    Article pages: 12 (97-108)

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11. 11.

    Advertising in digital games targeted to children

    Małgorzata Budzanowska-Drzewiecka

    Article pages: 9 (109-117)

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12. 12.

    Transfer of information in the purchasing processes of generation Z – usage of virtual vs. real channels and its marketing implications

    Aleksandra Burgiel, Izabela Sowa

    Article pages: 10 (119-128)

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13. 13.

    Online website in brand creation of online store

    Aleksandra Całka, Katarzyna Pałys

    Article pages: 6 (129-134)

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14. 14.

    Multi-channel opportunity management ‒ an exploratory research on the example of tourist industry

    Bartosz Deszczyński

    Article pages: 8 (135-142)

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15. 15.

    Marketing communication instruments used by the retail chain on the Internet

    Urszula Garczarek-Bąk

    Article pages: 12 (143-154)

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16. 16.

    Country-of-origin effect in professional services – literature review

    Marek Gnusowski

    Article pages: 9 (155-163)

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17. 17.

    The meaning of smartphones for marketing communication

    Leszek Gracz

    Article pages: 8 (165-172)

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18. 18.

    Use of social media by public transport operators

    Joanna Kos-Łabędowicz

    Article pages: 9 (173-181)

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19. 19.

    Non-technological innovation creation process in the creative sector

    Monika Spychalska-Wojtkiewicz

    Article pages: 8 (183-190)

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