no 3/2020
  1. Possibilities of brand promotion trough lifestyle mobile sports application
    - Jasiulewicz Anna, Waśkowski Zygmunt
  2. Groups on Facebook as a marketing tool
    - Lupa-Wójcik Iwona
  3. Online Marketing Communication of Polish National Art Museums in comparison to selected European Museums
    - Śmiałowicz Katarzyna
  4. The various models of marketingu audit
    - Hadrian Piotr
  5. Google Ads campaigns in promotional activities of theaters
    - Szymański Grzegorz

Possibilities of brand promotion trough lifestyle mobile sports application

- Jasiulewicz Anna, Waśkowski Zygmunt

The objective of the article was to present the authors’ conceptual model of using lifestyle sports applications.
Proposed model provides classification of lifestyle sports mobile applications types used by companies for brand
promotion purposes and identification of ways in which companies can reach users through applications. The
recognition of benefits that applications can provide to the enterprises and possible benefits associated with the
presence of brands in the application for its user was also provided in the conceptual model. The second objective
was to study the opinions of runners about the presence of brands in sports mobile applications on the … Czytaj więcej »

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Groups on Facebook as a marketing tool

- Lupa-Wójcik Iwona

The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies … Czytaj więcej »

Downloads: 45
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Online Marketing Communication of Polish National Art Museums in comparison to selected European Museums

- Śmiałowicz Katarzyna

The aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected … Czytaj więcej »

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The various models of marketingu audit

- Hadrian Piotr

This paper examines the problem of marketing control. The goal of the article is a scientific reflection on the model presentation of marketing audit. Review of the marketing literature on marketing audit presents various conceptual, structural or process models. Yet, these proposals did not play a role significant enough so that auditing would become a widely used marketing control tool. That is why, author presents an outline of the proprietary marketing audit model which (in conceptual and semantic approach), thanks to specifying the strategic nature of this control tool, can stimulate its popularization in marketing management practice. The conceptual model … Czytaj więcej »

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Google Ads campaigns in promotional activities of theaters

- Szymański Grzegorz

Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be … Czytaj więcej »

Downloads: 58
Pobrano: 58