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Marketing w sieci organizacyjnej na przykładzie klastra doliny ekologicznej żywności

Author(s): Stanisław Skowron / Language(s): Polish Issue: 30/2013

The organizational network, its essence and specificity are defined in the paper. The cluster was described as a particular type of organizational network. The Ecological Food Valley cluster, being a network of organisations and companies from Lubelskie and Podkarpackie Voivodeships was characterized. There are presented the goals of cluster marketing communication, brand policy bases as well as purposes and instruments of communication directed for internal stakeholders and external networks

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Znaczenie działań promocyjnych w kreowaniu wizerunku wybranych miast

Author(s): Włodzimierz Deluga / Language(s): Polish Issue: 30/2013

The aim of this paper is to review some promotional activities in creating the image. The basic concepts of the image are presented. Attention is also focused on the factors shaping the image of local government units. Some chosen cities are characterized. The demographic situation analysis is preformed, followed by discussion of the issues of socio-economic crosssection and the infrastructure of the units of local government was characterized. Promotional activities of cities of Gdańsk, Łódź and Kraków are analyzed. Issues that were important from the point of view of the merits of the considered problem were selected from the research report

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Gospodarka regionalna oparta na wiedzy i innowacjach

Author(s): Rafał Klóska / Language(s): Polish Issue: 30/2013

The observed trends in the development of modern economies let us make a conclusion that presently the level of socio-economic development of countries or regions is conditioned by their innovation. In Polish reality the mezo-economic aspect is of particular importance. In the elaboration, a theoretical discussion about the economy based on knowledge and innovation in the context of regional development in Poland has been illustrated by the results of empirical studies that illustrate the current image of the regions

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Wybrane miasta Pomorza Zachodniego w aspekcie zarządzania marką jednostek samorządu terytorialnego

Author(s): Wojciech Drożdż / Language(s): Polish Issue: 30/2013

The paper presents the concept of brand management and its importance for the competitiveness of local government units in the era of globalization. Cities of the Western Pomerania with the most recognizable brand, contributing to their rapid growth were characterized in this aspect. Cities specified in this publication are: Barlinek, Stargard and Kolobrzeg

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Promocja instytucji kultury na przykładzie muzeów etnograficznych na wolnym powietrzu

Author(s): Ewa Kasperska / Language(s): Polish Issue: 30/2013

The paper is an attempt to approximate promotion tools used by cultural institutions. These are discussed more detailed on the example of open-air ethnographic museums. The author wanted to point to the need for promotional activities by these entities. Especially because they are a component of the tourism product of the region and therefore they are, among other touristic attractions, the subject of consumer choices. Particular attention was paid to the presence of museums on the Internet. For the purpose of the article was done an analysis of museums websites, their contents and their associated addresses

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Społeczna odpowiedzialność przedsiębiorstw we współpracy z organizacjami pozarządowymi

Author(s): Agnieszka Zielińska / Language(s): Polish Issue: 30/2013

The paper is devoted to Corporate Social Responsibility, particularly in reference to initiatives intended for local community. The first part of paper encompasses motivations for taking action concerning sustainability issues. The following part of the paper provides research outcome concerning Business – NGOs partnerships. Finally, a few examples of CSR activities referring to business and non-governmental organizations partnerships in Podkarpackie Province are presented

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Rola strategii rozwoju w procesie zarządzania konkurencyjnością klastra

Author(s): Bogusław Bembenek / Language(s): Polish Issue: 30/2013

The issue made in the paper relates to the strategic management of the cluster and is analyzed on the basis of the results of theoretical and empirical research. The author points out how valuable are both the knowledge about the essence of strategic management, the role of strategy development, as well as the ability to use this knowledge for managers and leaders of clusters in the management of these organizations. The author also points out that the efficiency of strategic management depends on the ultimate level of competitiveness clusters.

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Jakość jako narzędzie kształtowania produktu usługowego kwater wiejskich

Author(s): Daniel Szostak / Language(s): Polish Issue: 30/2013

Rural quarters are strictly connected with farms, whose owners organize recreation for tourists and visitors. The crucial element which permits to improve the competitiveness of tourism products (in this of agricultural tourism services and the rural tourism), is the continuous improvement of the quality of the offer. The quality and the price together are the main marketing indicator, deciding about the kinds of products and services purchased by clients. The quality of agricultural services, and thus the ability of fulfilling tourist needs and wants, is determined by such attributes as complementarity, substitutability, diverse in terms of time, spatial and generic tourist demand, less susceptible to technological progress, required presence of the consumer, abstractness

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Aktywność marketingowa przedsiębiorstw w warunkach zrównoważonego rozwoju

Author(s): Iwona Wilk / Language(s): Polish Issue: 30/2013

Company’s operation in terms of sustainable development is related to the need to implement the idea of corporate social responsibility. Corporate social responsibility must be reflected at all levels of the enterprise, including its marketing efforts. In the current economic reality, marketing should change in direction of ecological and social sustainability. Therefore it is extremely important that properly executed marketing activities (sustainable marketing) are treated as a means of creating a competitive advantage

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Wpływ instrumentów marketingu ekologicznego na zachowania konsumentówna rynku produktów spożywczych

Author(s): Mariola Grzybowska-Brzezińska / Language(s): Polish Issue: 30/2013

The paper concerns the issues related to environmental marketing. In order to gather information on the identification and assessment of the impact of environmental marketing on the market behavior of food consumers, a method of direct interview using a standardized questionnaire was applied. The respondents appreciate the fact that organic foods in comparison with conventional foods contain less preservatives and is produced without chemical fertilizers. The research results indicate that the surveyed respondents increasingly perceive the importance of green marketing instruments, which highlight the enterprise’s operations in the scope of environmental protection

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Aktywność marketingowa lokalnych organizacji turystycznych na przykładzie województwa pomorskiego

Author(s): Marzena Wanagos / Language(s): Polish Issue: 30/2013

Intense competition in the market of tourist services made it necessary to conduct marketing activities also in the territorial context, on the base of cooperation of entities in a certain area. Activities resulting from the cooperation of entities that were not previously linked economically nor organizationally, increase the attractiveness of the region - creating new tourism products, increasing the efficiency of the promotion of the area. Local tourist organizations are organizations of entities from a specific area, that in order to undertake the development of tourism marketing joint ventures. The aim of this paper is to analyze and attempt to assess the marketing of local tourist organizations of Pomeranian voivodeship, in which there are 22 such organizations

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Znaczenie odwołań do tradycji w marketingu żywności

Author(s): Paweł Bryła / Language(s): Polish Issue: 30/2013

The frequency of the use of tradition in marketing is growing. Appealing to tradition reflects the need to have reference points, trust and stability. The perceived authenticity of a product is strongly connected with its origin, which is expressed by the factors of time (history), place (area), socialization (local community) and naturalness (raw materials). We carried out a survey among producers of items registered on the List of Traditional Products, managed by the Polish Ministry of Agriculture and Rural Development. ¾ of the study subjects claimed that getting registered on this list caused an improvement of their organization image. According to our respondents, the perceived authenticity of traditional products depends to the largest extent on such factors as: consumer knowledge, the look of the product and its name. In the opinion of producers, the most important determinants of competitive advantage in offering traditional products include: taste, product uniqueness, traditional recipe, brand and reputation, healthiness, and smell

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Orientacja marketingowa urzędu administracji publicznej na przykładzie urzędu transportu kolejowego

Author(s): Mirosław Antonowicz,Jakub Majewski / Language(s): Polish Issue: 30/2013

The authors of the paper tried to define marketing orientation of public institutions involved in the regulation of rail transport market. They defined the concept of regulatory services and the reasons for which the Railway Transport Office should be customer-oriented. Moreover, levels of regulatory services and the concept of marketing mix of regulatory services were proposed. The regulator institution by using marketing tools such as PR, should show, that it is socially useful in the context of protecting the interests of the railway transport customers

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Przemysł kreatywny jako element marketingu terytorialnego

Author(s): Sławomir Kotylak / Language(s): Polish Issue: 30/2013

In order to fully grasp the importance of the creative industry as a part of territorial marketing, which is now one of the key factors influencing the competitiveness of the region, it is necessary to consider that in the world economy consumers are not only interested in purchasing just goods and services, as the factors having an impact on the choice are not only functionality or the price of the product, but also the contact of the consumer with a particular „experience”, which they provide with their symbols and values, they bring with them and which help customers build own identity based on the sense of affiliation, i.e. cultural or regional one. Therefore, in the author’s opinion it is reasonable to verify the hypothesis that the creative industry becomes a „new”– essential part of the territorial marketing. Thus, the aim of the article is to identify interdependence, connections and mutual relations between the creative industry and parts of territorial marketing

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Marketing miejsc w kontekście wzmacniania i kształtowania tożsamości terytorialnej

Author(s): Andrzej Raszkowski / Language(s): Polish Issue: 30/2013

The hereby paper discusses issues referring to place marketing regarding territorial identity creating, developing and strengthening processes. The paper opens with providing selected definitions of territorial identity referring to the identification with a particular space fragment and place marketing. The core body of the paper focuses on comparing the selected components of place marketing area, which are capable of exerting favourable impact on territorial identity strengthening. Every particular area is accompanied by the list of potential advantages in a given context. Place brand and image were distinguished together with such factors as an effective promotion process, stimulating entrepreneurship, events organization, regional (local) products, Corporate Identity for territorial units, international cooperation, creativity presented by territorial authorities, or flexible management systems. It was emphasized that the community representing a particular area, featuring high level of territorial identity, is more active, adventurous, involved in solving developmental problems of their territorial unit and willing to cooperate with local authorities

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Kierunki aplikacji dwuwymiarowych kodów matrycowych w działaniach jednostek samorządu terytorialnego

Author(s): Joanna Nogieć / Language(s): Polish Issue: 30/2013

In Poland the 2D barcode typically is the link to the web page or to fanpage at Facebook. Sometimes it offers some extra content (photos, videos, multimedia games). It is a very good tool for communication. It can support information exchange with the citizens, but also can deliver more information to visitors. QR code or Data Matrix can be also use in the public communication system (at the bus stops, train station). A code can give information about the bus time table, but also can be use as the trip-planner. It could be a part of historical building - you can scan code and know the whole history about visiting place. The paper presents the idea of 2D barcodes in local self government units. The paper presents the different types of 2D codes (QR, Data Matrix, EZcode, Microsoft Tag and SnapTag) and their uses in the real life. It shows the Polish examples of QR code in the big and small cities. It shows also some examples from USA and Canada, where the Microsoft Tags are more and more popular than in Europe

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Rola marketingu w kształtowaniu kapitału społecznego Polaków

Author(s): Magdalena Sobocińska,Krystyna Mazurek-Łopacińska / Language(s): Polish Issue: 30/2013

The social capital performs multiple functions. It is also an important factor in the socioeconomic development. Built on mutual trust, social capital determines the willingness of individuals to take public activities and promotes cooperation. Based on the analysis of secondary data, it is noted that the social capital and the level of confidence in Poland are on relatively low level. There is therefore a need for systemic measures aimed at expanding social capital of Poles. The paper points out the possibilities and forms of marketing applications in the development of social capital of Poles and the benefits resulting from such actions

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Bariery w prowadzeniu działalności promocyjnej przez samorządy gmin województw Polski wschodniej

Author(s): Mirosław Zalech / Language(s): Polish Issue: 30/2013

The development of territorial units is a multi-dimensional and holistic process and one of significant ways of its support is publicity. Communes trying to be more efficient in terms of affecting tourists, investors and inhabitants create systems of marketing communication. This activity is connected with risk. Therefore, the aim of the work was to identify limitations and barriers which may influence the escalation of uncertainty in promotional activity undertaken by territorial units. Both the frequency of applying various publicity tools as well as the range and scope of the activities undertaken and conditions in which they are realized were analysed

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Nowoczesne technologie w zarządzaniu jako odpowiedź uczelni wyższych na rynkowe potrzeby sektora mikro i małych przedsiębiorstw

Author(s): Rafał Szymański / Language(s): Polish Issue: 30/2013

The paper presents the University of Szczecin’s experiences with micro and small enterprises concerning the implementation of modern technologies in the management. This form of cooperation took place in 2009–2012 and was part-financed by the Polish Agency for Enterprise Development. The paper describes the phases of the University of Szczecin’s experience of cooperation with entrepreneurs

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Marketing w instytucjach pomocy społecznej

Author(s): Dominika Socha / Language(s): Polish Issue: 30/2013

The paper discusses the use of marketing for communication between the social security institution and clients. The actions used by social programmes and district social center are websites, brochures, idea placement, goodwill ambassador and brands. The emphasis on finding the optimal combination of marketing methods enables a better solving of local difficult social problems

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