{"id":878,"date":"2023-02-25T16:53:52","date_gmt":"2023-02-25T15:53:52","guid":{"rendered":"https:\/\/ie.uek.krakow.pl\/szablon\/?page_id=878"},"modified":"2026-03-17T15:23:01","modified_gmt":"2026-03-17T14:23:01","slug":"publications","status":"publish","type":"page","link":"https:\/\/iz.uek.krakow.pl\/km\/en\/publications\/","title":{"rendered":"Publications"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"878\" class=\"elementor elementor-878\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-4ae18dd elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4ae18dd\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;_id&quot;:&quot;ec639b1&quot;,&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_laptop&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_tablet_extra&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile_extra&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:&quot;1&quot;,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:0,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}],&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-84b8dae\" data-id=\"84b8dae\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-888a76f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"888a76f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-ec67d07\" data-id=\"ec67d07\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f0932b elementor-widget elementor-widget-heading\" data-id=\"4f0932b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Publications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-9c8e38e\" data-id=\"9c8e38e\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-c5f0764 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c5f0764\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;_id&quot;:&quot;c2f76e6&quot;,&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_laptop&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_tablet_extra&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile_extra&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:&quot;1&quot;,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:0,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_laptop&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile_extra&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}],&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5d4876a\" data-id=\"5d4876a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-77c16e0 jet-breadcrumbs-align-left elementor-widget elementor-widget-jet-breadcrumbs\" data-id=\"77c16e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jet-breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-jet-breadcrumbs jet-blocks\">\n\t\t<div class=\"jet-breadcrumbs\">\n\t\t<div class=\"jet-breadcrumbs__content\">\n\t\t<div class=\"jet-breadcrumbs__wrap\"><div class=\"jet-breadcrumbs__item\"><a href=\"https:\/\/iz.uek.krakow.pl\/km\/\" class=\"jet-breadcrumbs__item-link is-home\" rel=\"home\" title=\"DEPARTMENT\">DEPARTMENT <\/a><\/div>\n\t\t<\/div>\n\t\t<\/div>\n\t\t<\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-2ad9d68 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ad9d68\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2ac4b5a\" data-id=\"2ac4b5a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-1f6eee3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1f6eee3\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-50ecb2c\" data-id=\"50ecb2c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-564d9d2\" data-id=\"564d9d2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a89277 elementor-widget elementor-widget-heading\" data-id=\"7a89277\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea831e6 elementor-widget elementor-widget-readmore\" data-id=\"ea831e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-877bf12 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"877bf12\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-e104831\" data-id=\"e104831\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-8ff595d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8ff595d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-fb06b92\" data-id=\"fb06b92\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6521622 elementor-widget elementor-widget-image\" data-id=\"6521622\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"234\" height=\"336\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2026\/03\/oStrona_okladkaPraktProbMark.jpg\" class=\"attachment-large size-large wp-image-3986\" alt=\"Praktyczne problemy marketingu\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2026\/03\/oStrona_okladkaPraktProbMark.jpg 234w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2026\/03\/oStrona_okladkaPraktProbMark-209x300.jpg 209w\" sizes=\"(max-width: 234px) 100vw, 234px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f77494d\" data-id=\"f77494d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ca45a0b elementor-widget elementor-widget-heading\" data-id=\"ca45a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>Praktyczne problemy marketingu. Zbi\u00f3r zada\u0144<\/span><br><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8113b37 elementor-widget elementor-widget-text-editor\" data-id=\"8113b37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Piotr Hadrian, Marek Rawski<\/strong><\/p><p>Uniwersytet Ekonomiczny w Krakowie, Krak\u00f3w 2026<\/p><p><span style=\"color: #d91616\"><strong>THE LATEST PUBLICATION<\/strong><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4964960 elementor-widget elementor-widget-text-editor\" data-id=\"4964960\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The study contains tasks related to issues that decision\u2011makers and practitioners of marketing activities may encounter in real\u2011world situations. The structure of the problems addressed reflects the main stages of the marketing process described in marketing literature: collecting market information, examining consumer behavior, determining the degree of market differentiation, selecting the target market, and shaping the tools used to influence the market. It also refers to the set of marketing features (principles) described in the literature, which include, among others: informational, philosophical, cognitive (focused on the demand side of the market), segmentation, and operational aspects (concentrated on the use of the marketing\u2011mix tools).<\/p><div><p>The publication is intended primarily for students pursuing knowledge in the field of marketing. The presented tasks can be solved individually or in groups. They are designed to help understand the essence of marketing problems and to develop the skills needed to solve them.<\/p><p><em>(Description from the Cracow University of Economics Publishing House)<\/em><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-422e3f1 elementor-widget elementor-widget-readmore\" data-id=\"422e3f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ad2dc0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"0ad2dc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-9f39141 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9f39141\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1545320\" data-id=\"1545320\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-b7d6f27 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b7d6f27\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3f1447c\" data-id=\"3f1447c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f6b4d12 elementor-widget-tablet_extra__width-initial elementor-widget elementor-widget-image\" data-id=\"f6b4d12\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"230\" height=\"342\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2025\/12\/Okladka-Green-scaled-e1764684008725.jpg\" class=\"attachment-full size-full wp-image-3913\" alt=\"Greenwashing Practices in Company Marketing Communications\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4414e50\" data-id=\"4414e50\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-def735c elementor-widget elementor-widget-heading\" data-id=\"def735c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>Greenwashing Practices in Company Marketing Communications<\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bf7348 elementor-widget elementor-widget-text-editor\" data-id=\"5bf7348\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Anita Proszowska, Ma\u0142gorzata Budzanowska-Drzewiecka, Justyna Ostrowska, <strong>Magdalena Do\u0142hasz<\/strong><\/p><p>Routledge, London 2025<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-21eeae4 elementor-widget elementor-widget-text-editor\" data-id=\"21eeae4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><p>The book provides an overview of theoretical and practical concepts of greenwashing\u2014with particular emphasis on issues related to marketing communication and marketing strategy\u2014and highlights the variety of tools companies use to mislead customers, including green advertising, eco\u2011friendly packaging, eco\u2011labeling, artificial intelligence, and social media. Drawing on specific case studies, the book illustrates how and when companies employ these methods and what their environmental impact is, while also contrasting them with best practices in ethical, pro\u2011environmental marketing communication. Overall, the book aims to raise awareness of greenwashing among stakeholders and proposes a framework for monitoring the implementation of pro\u2011environmental practices in green marketing communication to ensure that consumers are not misled.<\/p><\/div><p><span style=\"color: var( --e-global-color-text );letter-spacing: 0px\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8206ff elementor-widget elementor-widget-readmore\" data-id=\"c8206ff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7303dd elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b7303dd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4256869\" data-id=\"4256869\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-f65b5a1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f65b5a1\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f4ca137\" data-id=\"f4ca137\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3b2f597 elementor-widget elementor-widget-image\" data-id=\"3b2f597\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"234\" height=\"312\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2024\/10\/KomunikacjaKJ.jpg\" class=\"attachment-large size-large wp-image-3232\" alt=\"Komunikacja Marketingowa\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2024\/10\/KomunikacjaKJ.jpg 234w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2024\/10\/KomunikacjaKJ-225x300.jpg 225w\" sizes=\"(max-width: 234px) 100vw, 234px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-345e0d1\" data-id=\"345e0d1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76227ef elementor-widget elementor-widget-heading\" data-id=\"76227ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>Komunikacja marketingowa wobec wyzwa\u0144 wsp\u00f3\u0142czesno\u015bci<\/span><br><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a0afb2c elementor-widget elementor-widget-text-editor\" data-id=\"a0afb2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Red. Pawe\u0142 Chlipa\u0142a, Marek Rawski<\/strong><\/p><p>Uniwersytet Ekonomiczny w Krakowie, Krak\u00f3w 2023<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f78cc3 elementor-widget elementor-widget-text-editor\" data-id=\"4f78cc3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>This monograph is dedicated to Professor Jan W. Wiktor on the occasion of the 45th anniversary of his academic, research, and teaching career. The authors of the monograph are staff members of the Department of Marketing, which the distinguished Jubil celebrant headed from 2014 to 2024.<\/p><div><p>Marketing communication responds to the challenges of the modern world. The business environment, methods of competition, and consumer habits are changing dynamically. We are witnessing a transformation in the perception of the role of marketing and communication with audiences, as well as in the structure of communication tools. Significant shifts can be observed in the sphere of communication technologies and promotional media\u2026<\/p><p>Marketing communication is an important area of academic and research interest among the staff of the Department of Marketing at the Cracow University of Economics, led by Professor Jan W. Wiktor, PhD. This topic constitutes one of the central themes of his scholarly output, and the Professor\u2019s contribution to the development of marketing communication in Poland is indisputable.<\/p><p><em>Excerpts from the Introduction<br \/>by P. Chlipa\u0142a and M. Rawski<\/em><\/p><p>The first part of the monograph outlines the academic profile of Professor Jan W. Wiktor and systematizes his scientific contributions, with particular emphasis on his role in advancing marketing communication. The subsequent chapters focus on identifying key challenges in marketing communication.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cee0f44 elementor-widget elementor-widget-readmore\" data-id=\"cee0f44\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6de5ffe elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6de5ffe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-143490c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"143490c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a8ba0c5\" data-id=\"a8ba0c5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-32e7453 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"32e7453\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0378cef\" data-id=\"0378cef\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6ea516c elementor-widget-tablet_extra__width-initial elementor-widget elementor-widget-image\" data-id=\"6ea516c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"232\" height=\"348\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/KonsumpcjaPCh_AZ_2022.jpg\" class=\"attachment-full size-full wp-image-2039\" alt=\"Konsumpcja w czasach pandemii\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/KonsumpcjaPCh_AZ_2022.jpg 232w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/KonsumpcjaPCh_AZ_2022-200x300.jpg 200w\" sizes=\"(max-width: 232px) 100vw, 232px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-907f55b\" data-id=\"907f55b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-41ad0e4 elementor-widget elementor-widget-heading\" data-id=\"41ad0e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>Konsumpcja w czasach pandemii. Jak kryzys spowodowany pandemi\u0105 Covid-19 zmieni\u0142 zachowania konsument\u00f3w?<\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-666e019 elementor-widget elementor-widget-text-editor\" data-id=\"666e019\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Pawe\u0142 Chlipa\u0142a, Agnieszka \u017bbikowska<\/strong><br \/>PWE, Warszawa 2022<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-605ea67 elementor-widget elementor-widget-text-editor\" data-id=\"605ea67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The monograph is a methodological and empirical study of consumer behaviour under the conditions of the COVID-19 pandemic. It contains:\u00a0<span style=\"letter-spacing: 0px\">\u00a0reflections on changing consumer behaviour in a crisis,\u00a0<\/span><span style=\"letter-spacing: 0px\">discussions on methodological approaches to the study of consumer behaviour in crisis situations,\u00a0<\/span><span style=\"letter-spacing: 0px\">review and results of research on changes in consumer behaviour in times of pandemic and an attempt to identify future trends.<\/span>.<\/p><p><span style=\"color: var( --e-global-color-text );letter-spacing: 0px\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0737b9 elementor-widget elementor-widget-readmore\" data-id=\"f0737b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26487d1 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"26487d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2ed67ff\" data-id=\"2ed67ff\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-c387b4c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c387b4c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d8c1c08\" data-id=\"d8c1c08\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aee87fc elementor-widget elementor-widget-image\" data-id=\"aee87fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"345\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Evaluating2022.jpg\" class=\"attachment-large size-large wp-image-2064\" alt=\"Evaluating Social Media Marketing\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Evaluating2022.jpg 230w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Evaluating2022-200x300.jpg 200w\" sizes=\"(max-width: 230px) 100vw, 230px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-fb7c0a3\" data-id=\"fb7c0a3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a7631a elementor-widget elementor-widget-heading\" data-id=\"7a7631a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span>Evaluating Social Media Marketing : Social Proof and Online Buyer Behaviour<\/span><br><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dbadeb3 elementor-widget elementor-widget-text-editor\" data-id=\"dbadeb3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong style=\"letter-spacing: 0.2px\">Katarzyna Sanak-Kosmowska<\/strong><br style=\"letter-spacing: 0.2px\"><span id=\"yui_3_17_2_1_1684332767092_41\" class=\"\" style=\"letter-spacing: 0.2px\">London, New York: Routledge, 2021<\/span><br><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-518dd01 elementor-widget elementor-widget-text-editor\" data-id=\"518dd01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dr Katarzyna Sanak-Kosmowska&#8217;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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99436d7 elementor-widget elementor-widget-readmore\" data-id=\"99436d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b30186d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b30186d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-465916d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"465916d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a0c8578\" data-id=\"a0c8578\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-fa91d83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa91d83\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3a9b60c\" data-id=\"3a9b60c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cda3a01 elementor-widget elementor-widget-image\" data-id=\"cda3a01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"344\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Information-Asymmetry.jpg\" class=\"attachment-large size-large wp-image-2100\" alt=\"Information Asymmetry\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Information-Asymmetry.jpg 230w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Information-Asymmetry-201x300.jpg 201w\" sizes=\"(max-width: 230px) 100vw, 230px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b3b1e88\" data-id=\"b3b1e88\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-55400c5 elementor-widget elementor-widget-heading\" data-id=\"55400c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Information Asymetry in Online Advertasing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1dd92a elementor-widget elementor-widget-text-editor\" data-id=\"b1dd92a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Jan W. Wiktor, Katarzyna Sanak-Kosmowska<\/strong><br \/><span id=\"yui_3_17_2_1_1684332767092_41\" class=\"\" style=\"color: #000000\">London, New York: Routledge, 2021<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-b25f46a elementor-widget elementor-widget-text-editor\" data-id=\"b25f46a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The monograph presents the results of research conducted within the framework of NCN grant no. 2018\/29\/B\/HS4\/00563 entitled <em>Information Assimetry in Online Advertising a <\/em><em>manipulation of e-consumer behaviour<\/em>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf83299 elementor-widget elementor-widget-readmore\" data-id=\"cf83299\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3944d88 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3944d88\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5f75bb5\" data-id=\"5f75bb5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-3ac72ab elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ac72ab\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5c07427\" data-id=\"5c07427\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb2387b elementor-widget elementor-widget-image\" data-id=\"bb2387b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"345\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Analiza-jakosci-produktu.jpg\" class=\"attachment-full size-full wp-image-2115\" alt=\"\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Analiza-jakosci-produktu.jpg 230w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Analiza-jakosci-produktu-200x300.jpg 200w\" sizes=\"(max-width: 230px) 100vw, 230px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-74428dd\" data-id=\"74428dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0645459 elementor-widget elementor-widget-heading\" data-id=\"0645459\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Analiza jako\u015bci produktu - perspektywa marketingowa. Zbi\u00f3r zada\u0144<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c975ad elementor-widget elementor-widget-text-editor\" data-id=\"1c975ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Agata Jonas, Marek Rawski<\/strong><br \/>Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, 2021<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-189c080 elementor-widget elementor-widget-text-editor\" data-id=\"189c080\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tToday, product quality is a key element in surviving on the market and also in building a competitive advantage. Quality management is therefore an important area of business management. The idea of quality management in companies is not new.\n\nThis publication is a collection of tasks relating to both the classic tools for creating and controlling quality and tools that allow the customer perspective to be taken into account at the design and quality testing stages. The set of tasks concerning each tool is preceded by a brief theoretical description of the tool and a presentation of the method and algorithm of its application.\n\nThe layout of the work corresponds to the individual phases of product life. The study is divided into four sections. <em>Chapter one<\/em> deals with the product and process design phase. <em>Chapter two<\/em> is devoted to quality management issues at the product realisation and production stages. The assessment of quality by consumers at the stage of consuming the product and the identification of the dimensions of this assessment (relevance-quality matrix) are the main issues included in <em>chapter three<\/em>.<em>Chapter four<\/em> is entirely devoted to services as a specific type of product.\n\nThe publication was written mainly for students exploring the field of quality management. The tasks and exercises presented are designed to be solved individually or in groups and are intended to help them acquire practical skills necessary in the process of quality management in a company. The authors hope that the publication will also prove helpful in didactics. The publication is intended primarily for students of all fields of study in economics, especially management and marketing and market communication. It is also intended for professionals involved in quality management and marketing in companies and all those who wish to broaden their knowledge and practical skills in the application of product quality analysis methods.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7500d6e elementor-widget elementor-widget-readmore\" data-id=\"7500d6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a6f5639 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a6f5639\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-931b456 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"931b456\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-008b422\" data-id=\"008b422\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-cba23cb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cba23cb\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-87f7b89\" data-id=\"87f7b89\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-420a4c1 elementor-widget elementor-widget-image\" data-id=\"420a4c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"344\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Beacony.jpg\" class=\"attachment-large size-large wp-image-2133\" alt=\"Wykorzystanie beacon\u00f3w\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Beacony.jpg 230w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Beacony-201x300.jpg 201w\" sizes=\"(max-width: 230px) 100vw, 230px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-958a88a\" data-id=\"958a88a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a75618e elementor-widget elementor-widget-heading\" data-id=\"a75618e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wykorzystanie beacon\u00f3w w komunikacji marketingowej<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c53e2d elementor-widget elementor-widget-text-editor\" data-id=\"5c53e2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Maria Bajak<\/strong><br \/>Polskie Wydawnictwo Ekonomiczne, Warszawa 2021<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f760dc elementor-widget elementor-widget-text-editor\" data-id=\"1f760dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The monograph shows the possibilities of using beacons in marketing communication\u00a0 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.<\/p><p>The publication answers the questions:<\/p><p>&#8211; what possibilities beacons present in the area of marketing communication,<\/p><p>&#8211; what expectations consumers have of this technology<\/p><p>&#8211; how these sensors can support activities in the area of corporate social responsibility and equal opportunities,<\/p><p>&#8211; what are the main dangers associated with the use of beacons in the company and each institution,<\/p><p>&#8211; what is the place of these devices in the marketing communication system?<\/p><p><i>The book provides a complete treatment of the topic, as it shows both the &#8222;world of beacons&#8221; and the title &#8222;communication system&#8221;, 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.<\/i>.<\/p><p>From a review by Barbara Szymoniuk, Ph.D., Prof. PL.<\/p><p><i>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 (&#8230;). 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. <\/i><\/p><p>\u00a0<\/p><p>From a review by Dr. Grzegorz Hajduk, Prof. UR<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a8d8eb elementor-widget elementor-widget-readmore\" data-id=\"1a8d8eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d2a5a3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1d2a5a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-04a7920\" data-id=\"04a7920\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-3c5f144 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3c5f144\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-490ce2e\" data-id=\"490ce2e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1cf87cd elementor-widget elementor-widget-image\" data-id=\"1cf87cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"345\" src=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Audyt.jpg\" class=\"attachment-full size-full wp-image-2137\" alt=\"Audyt marketingu\" srcset=\"https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Audyt.jpg 230w, https:\/\/iz.uek.krakow.pl\/km\/wp-content\/uploads\/sites\/6\/2023\/05\/Audyt-200x300.jpg 200w\" sizes=\"(max-width: 230px) 100vw, 230px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4b85003\" data-id=\"4b85003\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9252e38 elementor-widget elementor-widget-heading\" data-id=\"9252e38\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Audyt marketingu - strategiczne narz\u0119dzie kontroli marketingu. Studium teoretyczno-metodyczne<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c29cd4 elementor-widget elementor-widget-text-editor\" data-id=\"7c29cd4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Piotr Hadrian<\/strong><br \/>Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, 2020<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-d632ee7 elementor-widget elementor-widget-text-editor\" data-id=\"d632ee7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"\">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&#8217;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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f7769eb elementor-widget elementor-widget-readmore\" data-id=\"f7769eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"readmore.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <style>\r\n          .elementor-widget-readmore .elementor-widget-container{\r\n                display: flex;\r\n                justify-content: flex-end;\r\n            }\r\n\r\n            .elementor__readmore{\r\n                margin-bottom: 2.5rem;\r\n                border-right: 3px solid #067D5E;\r\n                text-align: right;\r\n                padding:0 1rem;\r\n                font-weight: 600;\r\n                cursor:pointer;\r\n                display:inline-block;\r\n                \r\n            }\r\n\r\n            .elementor__readmore:hover{\r\n                background: rgba(6, 125, 94,0.2)\r\n\r\n            }\r\n\r\n            .elementor__readmore--less{\r\n                overflow: hidden;\r\n            }\r\n\r\n\r\n\r\n        <\/style>\r\n        <div class=\"elementor__readmore\" role=\"button\" tabindex=\"0\" aria-pressed=\"false\" data-rows-hidden=\"3\">Czytaj wi\u0119cej<\/div>\r\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c197f9c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c197f9c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-0928a54 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0928a54\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e403d95\" data-id=\"e403d95\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Publications DEPARTMENT .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Praktyczne problemy marketingu. Zbi\u00f3r zada\u0144 Piotr Hadrian, Marek Rawski Uniwersytet Ekonomiczny w Krakowie, Krak\u00f3w 2026 THE LATEST PUBLICATION The study contains tasks related to issues that decision\u2011makers and practitioners of marketing activities may encounter in real\u2011world situations. The structure of the problems addressed reflects the main stages of the marketing process described in marketing literature: collecting market information, examining consumer behavior, determining the degree of market differentiation, selecting the target market, and shaping the tools used to influence the market. It also refers to the set of marketing features (principles) described in the literature, which include, among others: informational, philosophical, cognitive (focused on the demand side of the market), segmentation, and operational aspects (concentrated on the use of the marketing\u2011mix tools). The publication is intended primarily for students pursuing knowledge in the field of marketing. The presented tasks can be solved individually or in groups. They are designed to help understand the essence of marketing problems and to develop the skills needed to solve them. (Description from the Cracow University of Economics Publishing House) .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Greenwashing Practices in Company Marketing Communications Anita Proszowska, Ma\u0142gorzata Budzanowska-Drzewiecka, Justyna Ostrowska, Magdalena Do\u0142hasz Routledge, London 2025 The book provides an overview of theoretical and practical concepts of greenwashing\u2014with particular emphasis on issues related to marketing communication and marketing strategy\u2014and highlights the variety of tools companies use to mislead customers, including green advertising, eco\u2011friendly packaging, eco\u2011labeling, artificial intelligence, and social media. Drawing on specific case studies, the book illustrates how and when companies employ these methods and what their environmental impact is, while also contrasting them with best practices in ethical, pro\u2011environmental marketing communication. Overall, the book aims to raise awareness of greenwashing among stakeholders and proposes a framework for monitoring the implementation of pro\u2011environmental practices in green marketing communication to ensure that consumers are not misled. \u00a0 .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Komunikacja marketingowa wobec wyzwa\u0144 wsp\u00f3\u0142czesno\u015bci Red. Pawe\u0142 Chlipa\u0142a, Marek Rawski Uniwersytet Ekonomiczny w Krakowie, Krak\u00f3w 2023 This monograph is dedicated to Professor Jan W. Wiktor on the occasion of the 45th anniversary of his academic, research, and teaching career. The authors of the monograph are staff members of the Department of Marketing, which the distinguished Jubil celebrant headed from 2014 to 2024. Marketing communication responds to the challenges of the modern world. The business environment, methods of competition, and consumer habits are changing dynamically. We are witnessing a transformation in the perception of the role of marketing and communication with audiences, as well as in the structure of communication tools. Significant shifts can be observed in the sphere of communication technologies and promotional media\u2026 Marketing communication is an important area of academic and research interest among the staff of the Department of Marketing at the Cracow University of Economics, led by Professor Jan W. Wiktor, PhD. This topic constitutes one of the central themes of his scholarly output, and the Professor\u2019s contribution to the development of marketing communication in Poland is indisputable. Excerpts from the Introductionby P. Chlipa\u0142a and M. Rawski The first part of the monograph outlines the academic profile of Professor Jan W. Wiktor and systematizes his scientific contributions, with particular emphasis on his role in advancing marketing communication. The subsequent chapters focus on identifying key challenges in marketing communication. .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Konsumpcja w czasach pandemii. Jak kryzys spowodowany pandemi\u0105 Covid-19 zmieni\u0142 zachowania konsument\u00f3w? Pawe\u0142 Chlipa\u0142a, Agnieszka \u017bbikowskaPWE, Warszawa 2022 The monograph is a methodological and empirical study of consumer behaviour under the conditions of the COVID-19 pandemic. It contains:\u00a0\u00a0reflections on changing consumer behaviour in a crisis,\u00a0discussions on methodological approaches to the study of consumer behaviour in crisis situations,\u00a0review and results of research on changes in consumer behaviour in times of pandemic and an attempt to identify future trends.. \u00a0 .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Evaluating Social Media Marketing : Social Proof and Online Buyer Behaviour Katarzyna Sanak-KosmowskaLondon, New York: Routledge, 2021 Dr Katarzyna Sanak-Kosmowska&#8217;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. .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Information Asymetry in Online Advertasing Jan W. Wiktor, Katarzyna Sanak-KosmowskaLondon, 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. .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Analiza jako\u015bci produktu &#8211; perspektywa marketingowa. Zbi\u00f3r zada\u0144 Agata Jonas, Marek RawskiWydawnictwo Uniwersytetu Ekonomicznego w Krakowie, 2021 Today, product quality is a key element in surviving on the market and also in building a competitive advantage. Quality management is therefore an important area of business management. The idea of quality management in companies is not new. This publication is a collection of tasks relating to both the classic tools for creating and controlling quality and tools that allow the customer perspective to be taken into account at the design and quality testing stages. The set of tasks concerning each tool is preceded by a brief theoretical description of the tool and a presentation of the method and algorithm of its application. The layout of the work corresponds to the individual phases of product life. The study is divided into four sections. Chapter one deals with the product and process design phase. Chapter two is devoted to quality management issues at the product realisation and production stages. The assessment of quality by consumers at the stage of consuming the product and the identification of the dimensions of this assessment (relevance-quality matrix) are the main issues included in chapter three.Chapter four is entirely devoted to services as a specific type of product. The publication was written mainly for students exploring the field of quality management. The tasks and exercises presented are designed to be solved individually or in groups and are intended to help them acquire practical skills necessary in the process of quality management in a company. The authors hope that the publication will also prove helpful in didactics. The publication is intended primarily for students of all fields of study in economics, especially management and marketing and market communication. It is also intended for professionals involved in quality management and marketing in companies and all those who wish to broaden their knowledge and practical skills in the application of product quality analysis methods. .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Wykorzystanie beacon\u00f3w w komunikacji marketingowej Maria BajakPolskie Wydawnictwo Ekonomiczne, Warszawa 2021 The monograph shows the possibilities of using beacons in marketing communication\u00a0 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: &#8211; what possibilities beacons present in the area of marketing communication, &#8211; what expectations consumers have of this technology &#8211; how these sensors can support activities in the area of corporate social responsibility and equal opportunities, &#8211; what are the main dangers associated with the use of beacons in the company and each institution, &#8211; 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 &#8222;world of beacons&#8221; and the title &#8222;communication system&#8221;, 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 (&#8230;). 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. \u00a0 From a review by Dr. Grzegorz Hajduk, Prof. UR .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej Audyt marketingu &#8211; strategiczne narz\u0119dzie kontroli marketingu. Studium teoretyczno-metodyczne Piotr HadrianWydawnictwo 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&#8217;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. .elementor-widget-readmore .elementor-widget-container{ display: flex; justify-content: flex-end; } .elementor__readmore{ margin-bottom: 2.5rem; border-right: 3px solid #067D5E; text-align: right; padding:0 1rem; font-weight: 600; cursor:pointer; display:inline-block; } .elementor__readmore:hover{ background: rgba(6, 125, 94,0.2) } .elementor__readmore&#8211;less{ overflow: hidden; } Czytaj wi\u0119cej<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_eb_attr":"","footnotes":""},"class_list":["post-878","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/pages\/878","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/comments?post=878"}],"version-history":[{"count":24,"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/pages\/878\/revisions"}],"predecessor-version":[{"id":4041,"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/pages\/878\/revisions\/4041"}],"wp:attachment":[{"href":"https:\/\/iz.uek.krakow.pl\/km\/wp-json\/wp\/v2\/media?parent=878"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}