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Paweł Chlipała, Agnieszka Żbikowska
PWE, Warszawa 2022
The monograph is a methodological and empirical study of consumer behaviour under the conditions of the COVID-19 pandemic. It contains: reflections on changing consumer behaviour in a crisis, discussions on methodological approaches to the study of consumer behaviour in crisis situations, review and results of research on changes in consumer behaviour in times of pandemic and an attempt to identify future trends..
Katarzyna Sanak-Kosmowska
London, New York: Routledge, 2021
Dr Katarzyna Sanak-Kosmowska’s publication on the importance of social influence in contemporary marketing was published in 2021. The monograph is the result of several years of research conducted by her at the Department of Marketing at UEK as part of the implementation of a grant awarded by the National Science Centre under the leadership of Professor Jan W. Wiktor.
Jan W. Wiktor, Katarzyna Sanak-Kosmowska
London, New York: Routledge, 2021
The monograph presents the results of research conducted within the framework of NCN grant no. 2018/29/B/HS4/00563 entitled Information Assimetry in Online Advertising a manipulation of e-consumer behaviour.
Agata Jonas, Marek Rawski
Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, 2021
Maria Bajak
Polskie Wydawnictwo Ekonomiczne, Warszawa 2021
The monograph shows the possibilities of using beacons in marketing communication The modern consumer, thanks to digital technologies, increasingly balances on the borderline between the real and virtual worlds when shopping. An engaging dialogue with the brand can be supported, among other things, by solutions from the Internet of Things area. In this context, one promising technology is beacons, which act as consumer contact points with brands. These devices locate the user in space and send them a package of personalised information, supporting them on the purchase path. They enable multidimensional marketing campaigns based on creating a personalised relationship with the consumer.
The publication answers the questions:
– what possibilities beacons present in the area of marketing communication,
– what expectations consumers have of this technology
– how these sensors can support activities in the area of corporate social responsibility and equal opportunities,
– what are the main dangers associated with the use of beacons in the company and each institution,
– what is the place of these devices in the marketing communication system?
The book provides a complete treatment of the topic, as it shows both the “world of beacons” and the title “communication system”, as well as what they have in common: the results of research carried out by the author on the practical use of beacons in marketing communication..
From a review by Barbara Szymoniuk, Ph.D., Prof. PL.
The value of the evaluated publication is increased by the results of own research presented in it, conducted both among consumers and organisations using beacons as an instrument supporting communication with their customers (…). The paper draws attention to the multitude of applications of beacons in business, while positing that they will have a significant impact on the shape of contemporary marketing communication.
From a review by Dr. Grzegorz Hajduk, Prof. UR
Piotr Hadrian
Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, 2020
The basic scientific and research problem of the monograph is to identify, explain and deepen the identity of audit as a tool of strategic marketing control. The issues addressed in the work are presented both in an interpretative approach, including theoretical and empirical considerations, and in a methodological one, by presenting the author’s proposal of a marketing audit model. In the theoretical layer, a historical approach was applied, considering the evolutionary changes in capturing audit resulting from the formation of successive concepts of management, control, audit and marketing. Issues in the practice of marketing audit are illustrated with the results of empirical research conducted by various researchers, including the author of the monograph. The discussion culminates in a description of the audit model in conceptual, process and structural terms. The model is of a scientific and cognitive nature and presents the theoretical foundations and assumptions as well as the procedures that enable a proper audit of marketing activities in the strategic dimension.