no 1/2019

March 2019

  1. Conditions and directions of marketing activities in polish research institutes
    - Maślanka Marlena Elżbieta
  2. Information Needs of Trade Fair Visitors – a survey of the participants of KOMPOZYT-EXPO 2018 and FASTENER POLAND
    - Anita Proszowska
  3. Science – business relations in the opinion of university employees. Expectations versus reality.
    - Jacuński Michał
  4. The significance of direct contacts in the process of building relations with student candidates
    - Mruk-Tomczak Dobrosława
  5. The use of social media by young consumers in purchasing processes
    - Stachowiak-Krzyżan Magda
  6. The role of crisis prevention from the perspective of the biggest polish companies and public relations agencies on the basis of expert research
    - Szuba Przemysław, Tworzydło Dariusz
  7. Influencers as support for public relations campaigns
    - Tworzydło Dariusz, Wajda Marek, Życzyński Norbert
  8. E-marketing campaign for a university. Case study.
    - Miłoń Joanna, Tarczydło Beata
  9. The possibility of overcoming barriers in international cooperation in the area of R&D from the point of view of a research unit, based on the example of the Institute of Aviation
    - Wyka Sylwester

Conditions and directions of marketing activities in polish research institutes

- Maślanka Marlena Elżbieta

The offer of institutes is specific and requires the application of special solutions in the area of marketing and new economic conditions in which research institutes operate right now stimulate introducing new solutions and taking advantage of new directions in the area of marketing activity.
The influence of a continuous process of globalization on taking actions in the area of marketing constitutes a major research problem, which requires deepened, detailed analysis and carrying out research in this area. The goal of this article will be to find out to what extent new economic reality makes it necessary to take marketing … Czytaj więcej »

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Information Needs of Trade Fair Visitors – a survey of the participants of KOMPOZYT-EXPO 2018 and FASTENER POLAND

- Anita Proszowska

The article presents the results of surveys concerning the information needs of people visiting trade fairs and the conditions for satisfying these needs on the example of the participants of KOMPOZYT-EXPO 2018 and FASTENER POLAND. The results of the surveys are preceded by an overview of literature describing the behaviours of people visiting trade fairs.
The surveys were conducted during the aforementioned fairs by means of a direct questionnaire. On the basis of 98 cases qualified for analysis it was concluded, among others, that visitors during fairs look mainly for information about novelties in a given branch, about the current … Czytaj więcej »

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Science – business relations in the opinion of university employees. Expectations versus reality.

- Jacuński Michał

The aim of this article is finding out, based on the obtained empirical data from an opinion poll carried out among the employees of the University of Wrocław, in what way and in what scope cooperation with entrepreneurs (business) takes place on the individual level and on the level of a university. The obtained responses served the purpose of analysis and diagnosis of the level and potential of cooperation between the scientific-didactic personnel, including doctoral students and the economic environment. Key factors stimulating and hampering cooperation were defined. The intermediate goal was to find out, whether in light of the … Czytaj więcej »

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The significance of direct contacts in the process of building relations with student candidates

- Mruk-Tomczak Dobrosława

In the second decade of the 21st century the graduates of high schools – student candidates – already belong to the next generation, called generation „Z”. This generation has been raised in the virtual world. Constant and unlimited access to the Internet leads to a situation in which it constitutes the most important communication channel and a source of information about the world surrounding them. Appreciating the significance of modern technologies and their role in building relations with student candidates, we can’t forget about the significance of direct contacts. For those facing the choice of university, which to a large … Czytaj więcej »

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The use of social media by young consumers in purchasing processes

- Stachowiak-Krzyżan Magda

The main purpose of the article is presenting the role of social media in the process of shaping the behaviours of young consumers in the context of utilization of chosen social media in the process of making purchasing decisions. The conducted research has shown that social media constitute an inseparable part of almost every decision-making process. The contents published in social media not only generate needs among young consumers, encouraging them to make unplanned purchases, but also constitute an important source of inspiration at the stage of looking for alternatives for satisfying their needs. Additionally, social media constitute a precious … Czytaj więcej »

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The role of crisis prevention from the perspective of the biggest polish companies and public relations agencies on the basis of expert research

- Szuba Przemysław, Tworzydło Dariusz

The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts’ opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in … Czytaj więcej »

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Influencers as support for public relations campaigns

- Tworzydło Dariusz, Wajda Marek, Życzyński Norbert

The article is a collection of analyses carried out on the basis of literature on the subject and data collected with the utilization of desk research method. It also presents conclusions from surveys conducted by means of a qualitative method – IDI technique – during the Congress of Public Relations Professionals, which took place in April 2018 in Rzeszów. In the group of respondents there were representatives of public relations branch who cooperate with influencers and on top of that have rich experience in the area of PR activities conducted by means of the Internet. The goal of this article … Czytaj więcej »

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E-marketing campaign for a university. Case study.

- Miłoń Joanna, Tarczydło Beata

The subject of this work is an e-marketing campaign for a university from theoretical and practical perspective. Starting from a definition of e-marketing and the set of instruments used in e-marketing, the stages of implementation of e-marketing campaigns dedicated to entities from the sector of education will be discussed. Methodology of research for the purposes of the article covered literature studies, meta-analysis of available Internet sources and authors’ own qualitative research with the application of the methods of mystery client and case study. The object of the research is a private university and the subject of research are e-marketing activities, … Czytaj więcej »

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The possibility of overcoming barriers in international cooperation in the area of R&D from the point of view of a research unit, based on the example of the Institute of Aviation

- Wyka Sylwester

The article presents the possibilities of overcoming barriers in international cooperation from the point of view of a research unit. The goal of the article is the presentation of good management practices in international cooperation in the area of R&D between the Institute of Aviation and General Electric, which reduce the level of uncertainty of cooperation. In the text the results of quantitative research concerning barriers for technological cooperation between Polish entities and foreign partners were used. Case study analysis revealed the possibility of reducing these barriers. Data for the case study were collected in interviews with the managers of … Czytaj więcej »

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