CURRENT ISSUE

Investigating process maturity modeling as an advertising process improvement paradigm

- Daniel Adrian Doss, Ph.D., Russ Henley Ph.D., Qiuqi Hong, Trey Pickett

This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement. The population and sample were taken from a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of service marketing organizations versus product marketing organizations, the study showed a statistically […]

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Outdoor advertising as an element strengthening the recruitment campaigns of universities

- Helena Rachwał, Ph.D. Student

The article puts forward the thesis that outdoor advertising is an important element that enriches college recruitment campaigns if it meets certain conditions. The basic factors determining the effectiveness of outdoor is the conciseness and simplicity of the message, the creation taking into account the proper character of the advertisement and referring to the emotions […]

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How can we attract and keep young talents in the science sector? Work satisfaction and the inclination to change your workplace

- Marzena Feldy, Ph.D.

Gradually dropping number of working age people, dropping rate of unemployment and continuously growing number of job vacancies, which remain open for a longer time, lead to a situation in which more and more often in the context of Poland people say the market belongs to the employee. What doesn’t alleviate the situation is the […]

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Marketing for science based organizations – perspectives and questions

- Professor William Bradley Zehner II, Jacquelyn Anne Zehner

Marketing for research and science-based organizations is complex and not well understood; especially by the research, scientific, and technical communities. This paper presents a conceptual framework for scientists in research and science-based organizations to think about their organization’s marketing and sales functions, and related processes. NASA, one of the world’s most successful research organizations, which […]

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Building a strategy for the development of a university using the methodology of strategic sessions on the example of the Academy of Fine Arts in Łódź

- Piotr Mikosik, Ph.D.

The aim of the article is to present the methodology of building an organization strategy which the author has been working on for 8 years.. Although the article is based on the case study of the Academy of Fine Arts (ASP) in Łódź, in which the author conducted a series of strategic sessions, the methodology […]

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Associations with the university as an employer in the years 2016-2019 – young potential employees perspective

- Professor Agnieszka Izabela Baruk

The article is theoretical and empirical. To prepare the theoretical part, the method of cognitive-critical analysis of world literature in the field of management, personal marketing, etc. was applied. Based on the results of this analysis, it can be concluded that there is a cognitive and research gap relating to research on universities as employers. […]

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Evaluation of the marketing communication of scientific units in the context of cooperation with the sector of small and medium enterprises in Lodz region

- Sławomir Milczarek, Ph.D., Ph.D. hab. Eng. Magdalena Grębosz-Krawczyk, Professor of Łódź University of Technology

An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by […]

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Understanding factors influencing consumers online purchase intention via mobile app: perceived ease of use, perceived usefulness, system quality, information quality, and service quality

- Markun Hanjaya, S.T., Kenny, S.Kom., Freddy Gunawan, S.S., S.E.

The development of technology has been significantly give the implication towards consumer’s behaviour in having the online purchase intention via mobile app that has been developed by the e-commerce company to serve better and deliver a better service to the consumers; especially when internet has connected people through their smartphones. The insignificant growth in doing […]

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The reasons of lack of polish young potential employees’ interest in universities as employers in the context of perception of people working in these organizations

- Professor Agnieszka Izabela Baruk, Anna Goliszek, Ph.D.

The article has a theoretical and empirical character. Identifying the internal structure of reasons of lack of Polish young potential employees’ interest in universities as employers was the main goal of this paper. To prepare its theoretical part the method of cognitive-critical analysis of world literature on marketing and management was applied. The results of […]

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ABOUT MARKETING

How to Create an Effective Marketing Plan

Most small business owners know the importance of a business plan, which outlines your company’s course for success. One crucial element of that plan is your marketing strategy. Because this strategy is buried in the larger business plan, many small business owners may not give marketing the time, research and attention it deserves, assuming that […]

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4 Tips For Effective And Affordable Lead Generation

Lead generation is at the heart of every digital marketing endeavor. You simply cannot grow an online business without it. But getting lead generation right takes finesse. “Think about it,” says Ashley Walsh, VP of Marketing at Formstack, an online form building solution based in Indianapolis. “The ultimate goal is to generate high-quality leads that […]

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Twitter for Business: Everything You Need to Know

Social media is an important tool for any business owner, no matter the size and scope of the business. Learning to communicate with your demographic, albeit in 140 characters, can be useful when working with your customers. Learning more about Twitter can only benefit your business. Twitter is one of the top websites in the […]

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How to Use Facebook Retargeting and Custom Audiences to Drive Sales

We’re always looking for innovative ways to drive sales. One simple step which people often overlook is the potential purchasing power of your existing audience. It can be expensive to market to people who know nothing about your product, but less expensive to increase the lifetime value of your existing customers. When Facebook first released […]

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Investing in Social Media Advertising

Previously we wrote about getting started with social media, and together with what we have written about achieving social success, you should be able to create a dynamic presence on several social media platforms. But this does not guarantee that everything you post will be seen by a large number of your followers, or that […]

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