The Best Practice of Marketing Management in Polish and International Enterprises
The Best Practice of Marketing Management in Polish and International Enterprises
The Marriage of Science and Business – Case Studies
Contributor(s): Kamila Szymańska (Editor)
Subject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: Digital Transformation;Internationalization of Enterprises;Viral Marketing;Portfolio Brand Strategy;Marketing Strategy;Marketing Practices;Brand Image
- E-ISBN-13: 978-83-8220-843-6
- Print-ISBN-13: 978-83-8220-842-9
- Page Count: 150
- Publication Year: 2022
- Language: English
List of charts, tables and figures
List of charts, tables and figures
(List of charts, tables and figures)
- Author(s):Not Specified Author
- Language:English
- Subject(s):Economy
- Page Range:149-149
- No. of Pages:1
The Concept and Essence, Analysis and Standards of Good and Best Practices
The Concept and Essence, Analysis and Standards of Good and Best Practices
(The Concept and Essence, Analysis and Standards of Good and Best Practices)
- Author(s):Grażyna Golik-Górecka
- Language:English
- Subject(s):Marketing / Advertising
- Page Range:9-18
- No. of Pages:10
- Keywords:good practices;best practices;best practices standards;best practices analysis
- Summary/Abstract:This paper captures theoretical considerations regarding the essence, concept, definition, and analysis and measurement of best practices in marketing. These can provide a basis for determining the selection of both good and best practices in the business space. In addition, the issue of best practices and good practice standards, according to the canon and development of the Warsaw Stock Exchange, is presented
- Price: 4.50 €
Analysis of Marketing Activities of a Trading Company – Nochem Sp. z o.o.
Analysis of Marketing Activities of a Trading Company – Nochem Sp. z o.o.
(Analysis of Marketing Activities of a Trading Company – Nochem Sp. z o.o.)
- Author(s):Wojciech Grzegorczyk
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:19-25
- No. of Pages:7
- Keywords:competitive position;wholesale;turnover;revenue;employment;expenditures
- Summary/Abstract:The purpose of the paper is to present the profile of the chemical and cosmetic products wholesaler "Hurtownia Nochem Sp. z o.o.". The scope of activity of the wholesaler, its most important current problems, marketing activities undertaken, as well as sales and financial results achieved by the wholesaler, which are the consequence of decisions made in the field of company management in a 3-year time perspective, were presented. The analysis of the case study may motivate to seek answers to questions about possible directions of development of this organization
- Price: 4.50 €
A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand
A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand
(A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand)
- Author(s):Aron Wadlewski, Emilian Gwiaździński
- Language:English
- Subject(s):Business Economy / Management, Marxist economics, Sociology of the arts, business, education
- Page Range:27-38
- No. of Pages:12
- Keywords:loyalty programs;globalization;digital transformation;brand management;modern marketing concepts and tools;customer management
- Summary/Abstract:The widespread digital transformation resulting from the influence of three megatrends - globalization, dynamic development of technology and the new consumer on the market, has forced companies to adapt to new market conditions. The consumer, who is the last link in the chain, focusing only on consumption, is now the co-creator of the market offer. He is more sensitive to marketing messages using modern tools such as mobile devices, among others. This study presents the process of adaptation of the Costa Coffee brand to the new market environment on the example of its loyalty program.
- Price: 4.50 €
Forms and Methods of Internationalization of Enterprises – The Case Study of Polish Manufacturer of Household Furniture
Forms and Methods of Internationalization of Enterprises – The Case Study of Polish Manufacturer of Household Furniture
(Forms and Methods of Internationalization of Enterprises – The Case Study of Polish Manufacturer of Household Furniture)
- Author(s):Wioletta Krawiec
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:39-50
- No. of Pages:12
- Keywords:internationalization of enterprises;marketing strategies;formation of the company's expansion strategy on foreign markets;enterprise development;market management
- Summary/Abstract:This paper addresses the problem of forming a company's expansion strategy in foreign markets – for example, a Polish furniture manufacturing company. Therefore, it is undertaken to characterize the furniture market in Poland and describe the expansion method of a selected Polish furniture company. Included are such elements as the motives for internationalization of the company, methods of evaluation and selection of foreign markets, forms of expansion into international markets, and methods of determining the effects of the company's activities in foreign markets. Given the above problem, it will be explained by available secondary sources from the furniture industry and own research with a representative of a home furniture manufacturing company in Northern Poland
- Price: 4.50 €
Evidence of Effectiveness of Viral Marketing Based on Case Studies
Evidence of Effectiveness of Viral Marketing Based on Case Studies
(Evidence of Effectiveness of Viral Marketing Based on Case Studies)
- Author(s):Aneta Olejniczak
- Language:English
- Subject(s):Marketing / Advertising
- Page Range:51-65
- No. of Pages:15
- Keywords:viral marketing;marketing strategies;whisper marketing;advertising
- Summary/Abstract:The purpose of this paper is to identify the determinants of viral marketing effectiveness, based on case studies of well-known global companies. Six key rules are discussed which, if followed, increase the likelihood that a message will spread virally. For each of the rules were selected examples from the world of business, politics, social media. The article also describes the advantages and disadvantages of campaigns using viral marketing e.g. for Coca-Cola.
- Price: 4.50 €
Exploring Business Model Innovation Process: Evidences from a Czech Virtual Reality Start-up
Exploring Business Model Innovation Process: Evidences from a Czech Virtual Reality Start-up
(Exploring Business Model Innovation Process: Evidences from a Czech Virtual Reality Start-up)
- Author(s):Anna Sibińska
- Language:English
- Subject(s):Business Economy / Management
- Page Range:67-78
- No. of Pages:12
- Keywords:virtual reality;business model;business model innovation;startup
- Summary/Abstract:The presented paper addresses the problem of business model innovation process. The article examines how a start-up can bring about changes in business model operations in the area of using virtual reality in healthcare education. It also presents a novel approach to the use of virtual reality (VR) in the educational process. The study aimed to show the mechanisms of business model innovation. The study was based on the case study method and was conducted on the example of a Czech startup, which conducts its activities based on virtual reality technology and its application in such industries as healthcare, education, social services and government sector. The study identified the main mechanisms shaping the elements of the business model and showed the wide application of virtual reality technology. Business model development is required in today's market, typical of the fourth industrial revolution, which leads to automation and digitalization of business processes.
- Price: 4.50 €
Using Portfolio Brand Strategy - Case Study of Łódzki Dom Kultury
Using Portfolio Brand Strategy - Case Study of Łódzki Dom Kultury
(Using Portfolio Brand Strategy - Case Study of Łódzki Dom Kultury)
- Author(s):Kamila Szymańska
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:79-90
- No. of Pages:12
- Keywords:brand management;brand portfolio;cultural institution
- Summary/Abstract:The purpose of this paper is to indicate the usefulness of a brand portfolio management strategy for organizations operating locally in the cultural services market. Brand portfolio strategy is standardly considered useful for international manufacturing companies, which have numerous product lines in their assortment. However, the specificity of the institution such as community center also allows for running in one place many services with separate brands, each of which has its own image and its own group of buyers. The study indicates not only the way of implementing this brand management strategy in the Łódzki Dom Kultury, but also the potential strengths and weaknesses of such a strategic solution in the field of contemporary marketing.
- Price: 4.50 €
Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic
Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic
(Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic)
- Author(s):Jacek Dąbrowski
- Language:English
- Subject(s):Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:91-100
- No. of Pages:10
- Keywords:digital communication tools;internet;marketing communication;banking sector
- Summary/Abstract:The purpose of the paper is to present the possibilities of using modern technologies in the promotional activities of banks in Poland. This issue has gained particular importance during the development of the COVID-19 pandemic. Already earlier, we could observe an increased openness of consumers to marketing communication involving the use of modern technologies and the Internet, but the pandemic caused the need to reduce direct contact with customers, and thus - to intensify such activities in the Internet sphere. The paper cites examples of digital marketing communication tools that are used by banks operating in Poland.
- Price: 4.50 €
CSR as an Element of a Marketing Strategy – The Example of IKEA
CSR as an Element of a Marketing Strategy – The Example of IKEA
(CSR as an Element of a Marketing Strategy – The Example of IKEA)
- Author(s):Wioletta Fabicka
- Language:English
- Subject(s):Business Economy / Management, Sociology of the arts, business, education, Marketing / Advertising
- Page Range:101-116
- No. of Pages:16
- Keywords:corporate social responsibility (CSR);social marketing;cause related marketing;image;marketing communication
- Summary/Abstract:The purpose of this paper is to explain the essence of the CSR concept and the validity of its practical implementation by large companies, the essence of corporate social responsibility in building the company's image and in the procurement process, and to present practical solutions for applying CSR in the marketing space. IKEA not only cares about its image through various CSR activities, but also uses CRM strategies in the context of marketing. These strategies are used not only to acquire new customers but also to build lasting business relationships based on mutual trust and shared values.
- Price: 4.50 €
Business Relations and Networking as One of the Best Marketing Practices
Business Relations and Networking as One of the Best Marketing Practices
(Business Relations and Networking as One of the Best Marketing Practices)
- Author(s):Michałus Michałus
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:117-123
- No. of Pages:7
- Keywords:networking;business club;sales;networking activities;business relations;business contacts
- Summary/Abstract:The purpose of this paper is to explain the essence of the CSR concept and the validity of its practical implementation by large companies, the essence of corporate social responsibility in building the company's image and in the procurement process, and to present practical solutions for applying CSR in the marketing space. IKEA not only cares about its image through various CSR activities, but also uses CRM strategies in the context of marketing. These strategies are used not only to acquire new customers but also to build lasting business relationships based on mutual trust and shared values.
- Price: 4.50 €
Discounts and Rebates
Discounts and Rebates
(Discounts and Rebates)
- Author(s):Oliwia Skonieczka
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:125-138
- No. of Pages:14
- Keywords:discounts;rebates;individual customer;corporate customer;loyalty;price management
- Summary/Abstract:The purpose of the paper is to present the essence of discounts and rebates, the purposes of their use in business practice, as well as their types. Discounts and rebates are an important tool for attracting and retaining customers - it can be concluded that they are useful from both transactional and relational perspectives for customers and for entities offering their products and services. Due to the often colloquial, partial understanding of these concepts, it is therefore worth presenting their broad spectrum to systematize theoretical and practical knowledge in this area.
- Price: 4.50 €
Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation
Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation
(Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation)
- Author(s):Maimoona Selinah Mabena, Geraldine Tatiana Diaz Riaño
- Language:English
- Subject(s):Business Economy / Management, Marketing / Advertising
- Page Range:139-148
- No. of Pages:10
- Keywords:corporate image building;brand management;mass marketing, segmentation marketing;customer management;loyalty
- Summary/Abstract:This case study presents the problems and challenges of image building for Starbucks. The company creates marketing strategies based on both mass marketing and segmentation marketing. In order to create a positive image in the eyes of specific types of individual customers, the company identifies obstacles and problems and undertakes actions aimed not only at creating comfortable, modern places that are attractive in the eyes of customers, but also actions aimed at making the shopping process more attractive by improving the distribution of products and services, conducting activities aimed at providing products that meet customers' needs and their proper promotion through various advertising activities. The case study below presents both the currently implemented ways of building the company's relationships with individual customers, as well as proposals for future solutions in this area.
- Price: 4.50 €
