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Postrzegana atrakcyjność Krakowa wśród odwiedzających turystów na tle wybranych miast europejskich

Author(s): Sebastian Brańka / Language(s): Polish Issue: 30/2013

In the initial part of the paper the author introduces the concept of city target markets and identifies tourists as one of the main city target markets. Furthermore the concept of city image has been presented in the paper. Later on, the author focuses on the concept of city positioning, including city perception analysis with regard to the perception of main competitors. In the following part Cracow City Promotion Strategy has been used as a basis for identification of Cracow’s potential main competitors on the tourist market. Finally the author introduces results of a survey conducted in 2010 in Cracow. During this project 948 tourists visiting Cracow have been surveyed on relative tourist attractiveness of Cracow in comparison to selected European cities

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Ocena działalności promocyjnej Kołobrzegu w 2012 roku

Author(s): Ewa Dłubakowska-Puzio / Language(s): Polish Issue: 30/2013

The objective of the paper is to present researches being conducted over four years from 2011 to 2014 on the effectiveness of promotional activities of the city of Kołobrzeg. The paper presents the implementation of the plan to promote the city in 2012, as a team base camp for one of the football teams taking part in the UEFA Euro 2012

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Wizerunek administracji publicznej i jego zmiany

Author(s): Aleksandra Perchla-Włosik / Language(s): Polish Issue: 30/2013

The main problem posed in this paper is how the image of public administration is shaped in the eyes of its customers who in this case will be represented by Wrocław inhabitants selected using a quota sampling. The importance of the research is based on the fact that most offices don’t conduct or commission image research. Further, the paper discusses theoretical issues connected with creating the image of public administration.

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E-administracja jako sposób komunikacji urzędu z otoczeniem

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

The paper discusses the issues concerning the use of e-administration as a means of communication of government bodies, especially of local government units with their recipients. Benefits and obstacles in the implementation have been indicated. The results of secondary research have been presented on, among others, the influence of informatization onto the functioning of government agencies. The number of citizens using e-administration services in Poland is still low, most often citizens use electronic document forms. More and more projects on e-administration are realized, but most involve purchase of equipment and technology, not fulfilling the communication needs of recipients. This area still needs significant efforts

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Strategia public relations w gminie

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

In the paper the steps of developing public relations strategy for territorial self-government units are presented and described. In addition, findings of research on public relations instruments that are used by local communes of Podkarpackie voivodeship in their promotional activities are presented

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Studenci – lokalni patrioci czy obywatele świata? Znaczenie poczucia przynależności studentów do miejsca studiowania w kontekście kształtowania wizeru

Author(s): Marcin Gębarowski / Language(s): Polish Issue: 30/2013

The purpose of the paper is to link students' sense of belonging to a place of studying with the image of academic center. The considerations were carried out in the context of cities development and the acquisition of their valuable resources, such as university graduates. In the empirical part of the paper the author presents the results of a survey concerning the image of Rzeszow (the capital of Podkarpackie Voivodeship) among the students of Rzeszow University of Technology. The conclusions were indicated on this basis, regarding the propensity of young people to remain in studying place

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Region Morza Bałtyckiego jako marka na rynku globalnym

Author(s): Marek Grzybowski / Language(s): Polish Issue: 30/2013

The paper presents activities aimed to create a common brand identified of the Baltic Sea Region (BSR). A macroeconomic analysis of the BSR is presented as well as positions of the region’s countries in global rankings: BrandFinance® Nation Brands 100 and The 2012 Legatum Prosperity Index are presented. The author gives examples of the BSR activities as an integrated area. Programs positioning BSR as a single brand on the global market are described. The changes in BSR strategy to further region integration and a brand building in the global market are outlined

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Rola lokalnych społeczności w kształtowaniu zadowolenia i lojalności turystów na przykładzie Krakowa

Author(s): Renata Seweryn / Language(s): Polish Issue: 30/2013

The developing economy and increasing competition has forced changes in marketing orientation of the market players. Nowadays they pay more attention to value delivered to the customers, and consequently – to their satisfaction and loyalty. In the case of tourism reception areas an important part of the values offered to tourists is not only the quality of services, but also the behavior of local community. The purpose of the paper is proving this thesis. Using the results of research of tourist traffic in Cracow in 2012 there was set out the significance of hospitality and kindness of the inhabitants for the overall satisfaction with the stay in the city. The hypothesis about the impact of the attitudes of the local communities on the loyalty which was declared by visitors is verified

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Rankingi uczelni jako przedmiot opinii ich interesariuszy oraz źródło informacji dla kandydatów na studia

Author(s): Hanna Hall / Language(s): Polish Issue: 30/2013

The purpose of the paper is to analyze the criteria for the construction of university rankings, their results and academics opinion on this subject. Attention was paid also to the place these rankings among other mechanisms of evaluation of the quality of universities education and in the process of choosing a university made by candidates for studies. The paper uses the results of the analysis of secondary sources, including the process of constructing the world's most popular rankings as well as Polish rankings. There are also presented the results of author’s research concerning the subject

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Znaczenie produktów lokalnych w różnicowaniu oferty turystycznej regionu

Author(s): Małgorzata Czerwińska-Jaśkiewicz / Language(s): Polish Issue: 30/2013

The Natura 2000 Network consists of areas with special natural values. Their promotion may contribute to increasing the attractiveness of such places among tourists. However, in today’s reality, in the context of increasing recreational demands and in the same time tourist pursuance for spending 'green' leisure time, it seems that relying the tourist offer only on nature may not be enough. It seems that the good idea for diversity, particularly in relation to areas included in the Natura 2000 network, could be local products. The main purpose of the paper is an attempt to reflect on how local products can become an idea for marketing offer for tourists in regions associated with Natura 2000 Programme. It was shown on the example of Westpomeranian Voivodeship as the region which has considerable potential for creating such offer

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Koszty promocji w kampaniach wyborczych

Author(s): Piotr Lenik / Language(s): Polish Issue: 30/2013

The paper concentrates on issues of costs accompanying conducted election campaigns. The issues of competition and its influence on budgets of the individual election campaigns are presented. The analysis is made on limits of money intended to campaigns on various levels of the authority, as well as examples of the financial expenses allocated on marketing actions in chosen election campaigns

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Wewnętrzne public relations jako determinanta klimatu organizacyjnego na przykładzie organizacji publicznych

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

The paper describes mutual relations between organization climate and the internal public relations in the context of public organization activities. The notions enumerated above have been described and then their mutual influence has been sketched. It has been concluded that internal public relations is one of the determinant of the organization climate, the crucial tool to create such climate in public organizations, the aim of which is to fulfill public needs

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Produkt regionalny w promocji miasta

Author(s): Adam Rudzewicz / Language(s): Polish Issue: 30/2013

The paper presents regional products as an important factor shaping the image and visibility of the region. The paper uses the results of surveys on gingerbread as a symbol of the Toruń city. The results clearly show the marketing power of well promoted local product, which is Toruń gingerbread in the city of Toruń, acting as tourist souvenirs and promotion of the region

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Social media jako narzędzie promocji polskich uniwersytetów

Author(s): Anna Scheibe / Language(s): Polish Issue: 30/2013

In the contemporary word the use of social networks for business purposes become a common way of proceeding. Company’s fanpage, if properly managed, can be a good way for creating closer relations with the brand community, source of innovation and a way of creating positive buzz around the organization. Furthermore, it becomes relatively cheap promotion tool with the raising efficiency. Those advantages make the social networking the promotion tools suitable also for the universities. The paper analyses involvement of Polish universities in social network promotion by Facebook fanpage activity observation. Not only the number of supporters but other measures of fanpage popularity were measured, as number of comments, post sharing, responsiveness and nature of comments were the subject of the research.

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Političeskie tehnologii i ih primenenie

Author(s): Tat'âna Gugnina,Aleksandr Gugnin / Language(s): Russian Issue: 30/2013

One of the current problems in the management of post-socialist countries are the ways and methods of use of political marketing. An important part of the structure of the discipline, taking into account the specificities of the countries of Eastern Europe, is the so-called action political technology. The article proposes an analysis of the definition, characteristics and types of the basic features of these technologies, showing their manipulative nature and the ability to influence the mass media to raise public awareness in the young democracy.

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Warunki adaptacji koncepcji społecznej odpowiedzialności biznesu w gminach na przykładzie wybranych gmin województwa pomorskiego

Author(s): Edyta Spodarczyk / Language(s): Polish Issue: 30/2013

Assumptions of the concept of corporate social responsibility can be, according to the author, realized if all members of the community will follow these principles, that is in the condition of social responsibility. The purpose of the paper is to determine if there are the bases for the functioning of the concept of social responsibility in the environment such a local community. Based on conducted research among citizens and representatives of municipalities offices from the Pomorskie voivodeship there are diagnosed barriers and opportunities for implementing the concept of social responsibility. Also there is presented the perspective of the development of this concept in the local community environment

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Wpływ czynników globalnych i lokalnych na zachowania strategiczne sieci handlu detalicznego

Author(s): Katarzyna Bilińska-Reformat / Language(s): Polish Issue: 31/2013

Activity of retail chains is determined by many environmental factors. In the paper following assumptions were made: the most important factors influencing retail chains activity are global factors (mainly connected with global crisis, new consumption trends, changes in customer behavior in buying decisions, also on-line buying) and local factors connected with the economic condition of local markets and requirements of these markets represented by local customers needs. The aim of the paper was to identify influence of discussed factors on strategic behavior of retail chain as well as describing strategic actions used by retail chains functioning in Poland. In the paper the empirical research that was conducted by the author was presented.

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Stan i perspektywy rozwoju e-handlu w Polsce

Author(s): Anetta Barska / Language(s): Polish Issue: 31/2013

In Poland, the revenue from e-commerce is increasing significantly each year, and in 2012, according to PMR estimates, it was 17.9 billion PLN. The increasing availability of the internet and changes in consumer behavior suggest that the development of Polish e-commerce will continue to be dynamic. The aim of the paper is to explain the essence of e-commerce and identify factors influencing its development. In the research proceedings the author has used the analysis of the literature and statistical data. In the following study the author presents the results of her own survey concerning purchasing behaviors of young consumers.

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Zarządzanie międzynarodowymi markami w chińskim otoczeniu rynkowym – aspekty translacyjne i kulturowe

Author(s): Jarosław Linka / Language(s): Polish Issue: 31/2013

Appropriate adaptation of products and services brands to the requirements of local markets remains a challenge for many multinational corporations. This is particularly visible in the Chinese marketing environment, which causes new and previously unknown problems for international companies in the brand management field, especially with regards to name translation and transliteration in the Chinese writing logographic system. The purpose of this paper is to present the main issues of global brand name translation into Chinese and their transformation to this specific and demanding cultural-linguistic context. The source of information was obtained by means of extensive literature review and the author’s many years of direct observations in this market

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Aktualne trendy w zarządzaniu marką w przedsiębiorstwach handlowych i usługowych

Author(s): Magdalena Grębosz / Language(s): Polish Issue: 31/2013

In the trade and service enterprises intangible assets related inter alia with brand image are particularly important. The brand management, which is aimed at increasing or maintaining the competitive position of companies, is crucial for their activities. In the paper the current trends in brand management in trade and service companies are presented. These trends include the implementation of the rebranding strategy, cooperation with external partners, the use of the star’s image and application of the new information technologies for the brand promotion

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