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1

Increasing competitiveness of small and medium enterprises through the usage of marketing communication in clusters of services in Slovakia

100%
Loucanova E.
Intercathedra
|
2015
|
tom 31
|
nr 1
Despite of the economy globalization and sophisticated global communications technologies, currently, more attention is paid to development of clusters and to marketing communication of clusters. The aim of this paper is the analysis of marketing communication tools in business clusters of services in Slovakia. This is known as the marketing communications mix. This is charting of the tools of marketing communication forming the basis of a marketing communications campaign in the cluster of services.
2
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Content available

Comparison of the application of marketing communication tools used by organic food producers in Slovakia and Austria

100%
Jarossova M. A., Mind'asova K.
Nauki Inżynierskie i Technologie
|
2015
|
nr 4(19)
The aim of the article was to compare the application of marketing communication tools used by organic food producers in Slovakia and Austria. Additionally, we were interested in the opinions of producers about customers, the differences between organic markets in Slovakia and Austria, and the barriers and opportunities to improve marketing communication in the organic food market. The survey was conducted using a standardized questionnaire developed in the Slovak and German languages by the authors of the article. The study population included 172 registered entities that have acquired the status of organic food producers. The effective rate of return of the questionnaire reached 40%. Based on the findings, it can be concluded that the Slovak organic food producers should make greater use of marketing communication tools in their business and develop distribution channels, for example: selling products in vending machines, which are used for this purpose in Austria. In addition, they should engage their clients in the process of organic food production through the use of loyalty programs and PR activities to keep up long-term relationships with them, facilitate consumer access to organic food through participation in various trade fairs, exhibitions, events, festivals, organize excursions during which consumers are able to become acquainted with the history and tradition of the company and its products, and employ targeted promotional activities to educational entities such as schools, and also in business entities and training courses on the use of organic food in the cooking process.
3

The use of integrated marketing communication in the woodworking industry

100%
Novakova R., Tomankova A.
Intercathedra
|
2011
|
tom 27
|
nr 4
The use of integrated marketing communication in practice has several advantages. The most important advantage is that such a way of communication is chosen that will strike the target group for which the information is intended the most efficiently and that will at the same time save costs. Integrated marketing communication is also a tool of competitiveness. Properly chosen marketing communication can help even in the woodworking industry. The aim of this paper will therefore be to highlight the benefits and effectiveness of such communication.
4
Artykuł dostępny w postaci pełnego tekstu - kliknij by otworzyć plik
Content available

Attitudes of young consumers towards promotion based on advertising

100%
Adamczyk G.
Journal of Agribusiness and Rural Development
|
2008
|
nr 03[09]
5-13
Promotion and its various tools play a special role in marketing communication of enterprises with the child and teenage market. Young consumers perceive promotion first of all as actions, which bring them notable benefits in the form of the possible purchase of products at reduced prices or an opportunity to obtain free samples of goods or freebies.
5

Obszar oraz hierarchia działań integracyjnych w sferze promocji

84%
Pabian A.
Marketing i Rynek
|
2009
|
tom 16
|
nr 04
6

Gamification and contests as marketing communication tools of confectionery brands

84%
Wozniakowski M.
Handel Wewnętrzny
|
2018
|
tom 64
|
nr 4 t.2
The Polish confectionary market is estimated to be worth 13 billion zlotys. Over 90 percent of Poles admit to buying sweets. For most consumers, they are a constant element of their diet. The confectionary market in Poland is characterised by fragmentation. In the face of such strong competition and the number of consumers, the owners of confectionary brands are forced to seek clients. At the same time, consumers are growing bored with traditional forms of marketing communication. This is counteracted with innovative forms of communication, which engage the consumer in a covert way, such as gamification and competitions. The aim of the article is to present various forms of using games and consumer contests in marketing communication with consumers of confectionery brands. The theoretical considerations were based on the subject literature. The empirical part presents examples of practical implementations of the discussed tools. The main part is a case study describing a gamification project implemented for the purposes of promoting the Milka brand.
7

Komunikacja marketingowa w praktyce malych i srednich przedsiebiorstw

84%
Malinowska M.
Marketing i Rynek
|
2001
|
tom 08
|
nr 05
25-30
8

QINS: a QR-codes based indoor navigation system for mobile marketing

84%
Krysztofiak K.
Intercathedra
|
2012
|
tom 28
|
nr 4
Nowadays mobile marketing has a variety of forms. Existing solutions are insufficient to present the customers with desired content depending on their current location inside a large area building. The paper is devoted to a system solving the indoor navigation problem for mobile marketing. Existing indoor navigation systems are characterized. The idea of QR codes is presented in context of mobile marketing solutions and their effects are given. The proposed system is based on the QR code scanning technique as a new mobile marketing solution, which reaches the customer in an interactive way.
9

On the question of the use of the wood industry Euro Funds in Slovak Republic

84%
Novakova R., Tomankova A.
Intercathedra
|
2010
|
tom 26
The European integration represents the process of a continuous expansion of cooperation and help. We can definitely add drawing of the financial support from EU funds among the ways of help. The paper discusses this issue and also focuses on evaluating the contribution of funds and their use in the wood processing industry as the way of economic growth support. It describes the theoretical knowledge and the options of the structural funds drawing directed into this area and at the same time it analyzes the significance of marketing communication as an inseparable part of the projects submission process and their consecutive implementation.
10
Artykuł dostępny w postaci pełnego tekstu - kliknij by otworzyć plik
Content available

Die Instrumente der Marketingkommunikation auf dem Mobelmarkt

84%
Wyrwisz J.
Annals of Warsaw University of Life Sciences - SGGW. Forestry and Wood Technology
|
2013
|
tom 84
11

Symbol i slogan - kreatywne elementy przekazu reklamowego

67%
Zalejski J.
Marketing i Rynek
|
2011
|
tom 18
|
nr 01
12

Tozsamosc organizacji non profit na przykladzie Federacji Zielonych GAJA

67%
Hernik J.
Acta Scientiarum Polonorum. Oeconomia
|
2006
|
tom 05
|
nr 1
39-49
13

Jakość informacji dostarczanych przez centra kontaktu z klientem

67%
Lotko A.
Marketing i Rynek
|
2012
|
tom 19
|
nr 01
14

Etyka w dzialalnosci marketingowej bankow

67%
Kowalczyk A.
Marketing i Rynek
|
2004
|
tom 11
|
nr 06
9-15
15

Komunikacja marketingowa na rynku farmaceutycznym

67%
Pilarczyk B.
Marketing i Rynek
|
2004
|
tom 11
|
nr 07
12-16
16

Formy komunikacji marketingowej na rynku nieruchomosci

67%
Stachura E.
Marketing i Rynek
|
2006
|
tom 13
|
nr 09
25-31
17

Komunikacja marketingowa pomiędzy szkołą wyższą a studentami

67%
Drapinska A.
Marketing i Rynek
|
2011
|
tom 18
|
nr 05
18
Artykuł dostępny w postaci pełnego tekstu - kliknij by otworzyć plik
Content available

Professional brand building as a challenge for the Polish furniture industry

67%
Podobas I.
Annals of Warsaw University of Life Sciences - SGGW. Forestry and Wood Technology
|
2015
|
tom 89
19

The role of Internet in food industry companies in their enterpreneurial activities and presentations

67%
Nagyova L., Madarova L.
Zeszyty Naukowe Akademii Rolniczej w Krakowie. Sesja Naukowa
|
2003
|
tom 87
20

Targi w strategiach rozwoju malych i srednich przedsiebiorstw

59%
Dziadkiewicz-Ilkowska A.
Marketing i Rynek
|
2010
|
tom 17
|
nr 02
27-33
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