Challenges for marketing in 21st century

-25%

Challenges for marketing in 21st century

1 ocena

Format:

pdf, ibuk

DODAJ DO ABONAMENTU

WYBIERZ RODZAJ DOSTĘPU

26,25  35,00

Format: pdf

 

Dostęp online przez myIBUK

WYBIERZ DŁUGOŚĆ DOSTĘPU

6,15

Wypożycz na 24h i opłać sms-em

26,2535,00

cena zawiera podatek VAT

ZAPŁAĆ SMS-EM

TA KSIĄŻKA JEST W ABONAMENCIE

Już od 19,90 zł miesięcznie za 5 ebooków!

WYBIERZ SWÓJ ABONAMENT

This book will aim to provide relevant theoretical frameworks and the latest empirical research findings in the area of marketing activity of companies, different institutions and organizations, new trends on global market, as well as contemporary customers behaviour. It will be written by and for professionals who want to improve the general understanding of problems with different aspects of modern marketing and ways of building relationship between companies and customers. The book as itself has been the product of network of academic researchers created around the Dukenet network that has benefited from many distributed contributions. The entire publication is divided into four parts. First part provides an introduction to the topic and focus on the new trends in market and marketing. Part two presents selected aspects of contemporary marketing communication, particularly integrated marketing communication models and strategies of branding of companies and institutions on different markets. Part three is dedicated to customers and their behaviours on contemporary market. There presented problems with consumptions as well new trends in consumption behaviour, including sharing and common consumption. The fourth part, which conclude this book, discusses range of papers dedicated to different issues related to education of marketing, including new approaches for teaching and evaluation, as well difficulties of students concerning the choice of the education institutions, career planning, entering the labour market and starting their own marketing career.


Liczba stron275
WydawcaWydawnictwo Uniwersytetu Ekonomicznego w Katowicach
ISBN-13978-83-7875-350-6
Numer wydania1
Język publikacjiangielski
Informacja o sprzedawcyRavelo Sp. z o.o.

Ciekawe propozycje

Spis treści

  Introduction    7
  Higher education institutions’ behaviours in the context of holistic marketing (Magdalena Platis)    11
  Sharing economy as new trend on the global market (Tomasz Silwanowicz)    23
  The systemic products as an offer for demanding clients: The case of IT and healthcare sector (Izabela Sztangret & Justyna Matysiewicz)    35
  The application of data mining methods in modern marketing research (Dominik Krężołek)    49
  Entrepreneurial self-efficacy mediates career calling and entrepreneurial interest (Zsuzsanna Horvath)    71
  Integrated Marketing Communications – Coca-Cola model (Francisco Suay Pérez)    87
  Event marketing as advanced form of promotion on educational market (Jakub Wolny)    102
  Branding strategies of top processors on the Romanian milk and dairy market (Carmen Balan)    122
  Branding electricity in a newly liberalised market – evidence from the Polish and Icelandic markets (Fridrik Larsen & Sławomir Smyczek)    139
  Consumptionism as a sign of the crisis of the culture of prosperity (Rafał Śpiewak)    167
  Directions of consumption development in the 21st century (Sławomir Smyczek)    187
  Ride-sharing customer behaviour on example of BlaBlaCar (Tomasz Silwanowicz)    200
  21st century marketing skills – a buzzword in marketing education (Ramandeep Saini)    217
  Push or pull – marketing to be used in business higher education (Judit Papp)    222
  Task-based approach in assessing BA marketing diploma papers – bilingual terminology glossaries (Diana Ionita)    244
  Difficulties of young professionals concerning the choice of education institutions, career planning, entering labour market and starting their own adult life – an augmented marketing approach (Jäckel Katalin, Orsolya Nagy, Judit Papp & László Balázs)    258
RozwińZwiń
W celu zapewnienia wysokiej jakości świadczonych przez nas usług, nasz portal internetowy wykorzystuje informacje przechowywane w przeglądarce internetowej w formie tzw. „cookies”. Poruszając się po naszej stronie internetowej wyrażasz zgodę na wykorzystywanie przez nas „cookies”. Informacje o przechowywaniu „cookies”, warunkach ich przechowywania i uzyskiwania dostępu do nich znajdują się w Regulaminie.

Nie pokazuj więcej tego powiadomienia