no 1/2015

March 2015

  1. The position of marketing in a contemporary organization – character of changes
    - Pluta-Olearnik Mirosława
  2. Determinant factors of the marketing activity of scientific and research institutions
    - Sojkin Bogdan
  3. The utilization of the concept of relationship marketing in the process of building the ties of a university with external stakeholders
    - Waśkowski Zygmunt
  4. Success factors and limitations of efficient internal communication
    - Tworzydło Dariusz
  5. Marketing-sales interface and organizational competitiveness
    - Avlonitis George J., Lionakis Konstantinos

The position of marketing in a contemporary organization – character of changes

- Pluta-Olearnik Mirosława

Knowledge from the area of marketing is evolving and what reflects this evolution are new marketing concepts formed in response to the challenges arising from the environment of companies. The main problem discussed in this article is the assessment of the character and scope of the changes in the role of marketing in a company in the context of adaptation to new conditions in the market environment, in particular, covering such phenomena as: rivals’ activities, consumers’ preferences, as well as technological changes and the globalization of markets. In the first part of the article an overview of classic solutions for … Czytaj więcej »

Downloads: 156
Pobrano: 156

Determinant factors of the marketing activity of scientific and research institutions

- Sojkin Bogdan

In the article the internal and external determinant factors which influence research and scientific institutions’ choice of business orientation are presented. Typical business orientations fit for application in such institutions for the purpose of carrying out market tasks are presented. Against their background the tasks of marketing in such institutions are outlined and the currently available set of marketing instruments at their disposal is discussed.

Prof. Bogdan Sojkin, University of Economics in Poznań, Poland – is professor of economics at the University of Economics in Poznań, Head of the Chair of Product Marketing at the Faculty of Commodity Science, member Czytaj więcej »

Downloads: 162
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The utilization of the concept of relationship marketing in the process of building the ties of a university with external stakeholders

- Waśkowski Zygmunt

Constantly changing social-economic conditions are forcing Polish universities to change the orientation of their approach from focusing solely on educating to building relations with external stakeholders, the associated transfer of knowledge and continuous adaptation of offer to the needs of the labour market. An important element of this reorientation is establishing cooperation with entities which may be interested in exchange of information, access to latest research results, or which express the willingness to share knowledge in the process of teaching students. Actual cooperation between the sphere of science and economic practice is becoming a priority and the main determinant implicating … Czytaj więcej »

Downloads: 189
Pobrano: 189

Success factors and limitations of efficient internal communication

- Tworzydło Dariusz

The article covers the key issues of internal communication within an organization. It highlights the benefits of implementation of transparent communication principles for a company. It identifies objectives and presents selected communication tools. In the article, also guidelines for carrying out research in the context of development of an internal communication strategy can be found. Selected research areas of the process of planning and implementation of strategic assumptions have been presented. Factors limiting effective implementation of an internal communication strategy have been discussed.

Dariusz Tworzydło, Ph.D. – Chairman of the Institute for Information Society Development, Poland, and Chief Executive Officer Czytaj więcej »

Downloads: 255
Pobrano: 255

Marketing-sales interface and organizational competitiveness

- Avlonitis George J., Lionakis Konstantinos

This paper focuses on the effectiveness of marketing-sales interfaces in B2B firms. As the body of knowledge on this domain is scarce, there is a greater need to investigate the specific aspects of marketing-sales configurations in such firms. The objective of this paper is to expand existing knowledge regarding marketing-sales interfaces in B2B firms, in order to identify the effectiveness of each configuration. Based on quantitative data collected from marketing or sales managers of 98 B2B firms, the study identifies the most effective marketing-sales interface in terms of smooth relationships and enhanced performance. The implications of the study are discussed.… Czytaj więcej »

Downloads: 216
Pobrano: 216