CURRENT ISSUE

Determinants of student governments’ promotional activity

- Justyna Bryk, M.Sc., Marcin Gębarowski, Ph.D.

The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications devoted to chosen areas of functioning of students’ organizations. However, they generally skipped the promotional dimension. In association with this, the goal of this article is partially filling the existing gap by […]

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The 5I formula for successful staffing of scientific and research organizations

- Professor William Bradley Zehner II, Jacquelyn Anne Zehner, BA

Scientists and engineers create the scientific and technological knowledge to generate societal and individual wealth and related economic growth. The article explores wealth creation, worldwide research and development (R&D) expenditures, US R&D expenditures by business, government, and academic organizations and economic sectors, and profiles the US science and technology workforce including recruiting and compensation costs. […]

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Expectations of students towards the didactic staff as factors conditioning the improvement of the university’s relational capital

- Małgorzata Adamska, Ph.D.

The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client. The purpose […]

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Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute

- Sylwia Jarosławska-Sobór, Ph.D., Mateusz Dulewski M.Sc.

The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image […]

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Marketing orientation of scientific-research units as support for the process of commercialization of R&D results

- Marzena Walasik, Ph.D.

The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements […]

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Student as a beneficiary of internship programs funded by the European Union

- Professor Bogdan Sojkin, Sylwia Michalak, Ph.D.

Requirements for university graduates defined by employers in times of dynamic changes and challenges of the market, the need to adapt the knowledge, skills and competences of students and graduates to the needs of companies constitute new challenges for universities in the area of cooperation with business. The student is becoming more and more often […]

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Experiential marketing, interactivity and gamification – differences and similarities among the world-trends

- Diána Pacsi, Zoltán Szabó Ph.D.

Experimental, also known as experience marketing, interactivity, gamification. Theese three terms became very popular in the past years, by 2018, they set up the the main guidelines of marketing trends but the terms are not all novel. The philosophers, psychologists, sociologist and marketing specialists have been dealing with the impacts of experiences and reactions on […]

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The measurement and evaluation of PR communication

- Dalibor Jakus, M.Sc.

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models […]

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Dependent Market Economies and Hierarchical Market Economies and their National Innovation Systems: the case of Poland and Mexico

- Prof. Edgar J. Saucedo-Acosta, Ph.D., Prof. María Teresa Montalvo Romero, Ph.D., Prof. Luis Fernando Villafuerte Valdés, Ph.D.

The National Innovation System drives the creation of new knowledge and economic growth. The effects of innovation on Market Dependent Economies and Hierarchical Market Economies have been studied in isolation. However, no one has conducted a comparative study between these types of economies that allows us to know which type of economy generates the best […]

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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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