no 2/2014

June 2014

  1. Scientific institution’s ways of communicating with the environment
    - Pruchnicka Joanna
  2. The effectiveness of studying outcome in the assessment of students from the selected faculty
    - Goliszek Anna
  3. Cultural context in marketing communication on international market
    - Hirsch Dominika
  4. Inbound marketing as an integral part of the marketing strategy of a modern enterprise
    - Świeczak Witold
  5. Crowdfunding and new trends in consumer behaviour
    - Pieniążek Joanna

Scientific institution’s ways of communicating with the environment

- Pruchnicka Joanna

The Internet has given its users ways for fast and inexpensive publication of information, dissemination of their creativity, experiences and thoughts.Blogs have become one of the forms particularly popular over the recent years.Impact of blogs on the audience has turned out to be so significant that they quickly have begun to be used as a marketing tool, both in the area of public relations as well as advertising.  By definition, blog imposes a significant simplification on the message conveyed, both in terms of content and language, making them more legible, comprehensible and interesting for each recipient.This makes this form of … Czytaj więcej »

Downloads: 258
Pobrano: 258

The effectiveness of studying outcome in the assessment of students from the selected faculty

- Goliszek Anna

The problem of this article is to answer the question whether and to what extent the learning outcomes are achieved by students? The problem is illustrated on the basis of own research carried out on one of education university, majoring in Economics. The effectiveness of the implementation of the effects will be studied based on the subjective opinions of students regarding the scope of their assimilation. Survey was realized within pilot program as a part of systematic survey program “ An assessment of Economy study direction by the students” pointed in introducing students opinions concerning both quality and effectiveness of … Czytaj więcej »

Downloads: 163
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Cultural context in marketing communication on international market

- Hirsch Dominika

The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication,
that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these … Czytaj więcej »

Downloads: 324
Pobrano: 324

Inbound marketing as an integral part of the marketing strategy of a modern enterprise

- Świeczak Witold

The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing.  The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing … Czytaj więcej »

Downloads: 321
Pobrano: 321

Crowdfunding and new trends in consumer behaviour

- Pieniążek Joanna

This paper discusses social funding and how it affects consumer behaviour.  Crowdfunding contributes to the support and development of interesting products and services. Consumers have become not only the recipients but also co-creators of new products.The changes also apply to the consumption model.So far, the customer has received product already formed by the manufacturers. Now, the customer may pre-order the product via a crowdfunding site, by financially supporting the manufacturing process of the product. Online community which the consumer belongs to has the power to market the products which might never be created or would be created after a … Czytaj więcej »

Downloads: 347
Pobrano: 347