The aim of this study is to identify similarities and differences in how parents of primary and vocational school students perceive the promotion and image of vocational schools, as well as to determine the main areas of divergence. It is assumed that in educational marketing, image represents a set of beliefs, emotions, and perceptions associated with an institution, formed through stakeholders’ experiences. Promotion, in turn, is understood as a multidimensional process that combines informational, persuasive, and image-building functions. The analytical framework assumes that the stakeholder group under study possesses its own set of preferred attributes that determine the identification of an educational service as optimal. They may be identified and evaluated both in relation to the service as a whole and its individual components. Cluster analysis, a statistical tool of exploratory data analysis encompassing various techniques for categorizing collected observations into more homogeneous groups, was employed for inference purposes. The study included 553 parents of final-year primary school students and 502 parents of vocational school students from the Podlaskie region. The findings confirm the unfavorable image of vocational education in the perception of parents.

Economic practice necessitates continuous focus on the needs of senior customers. On one hand, this situation is a consequence of the demographic situation; on the other hand, continuous changes in the market behaviour of seniors are evident, and consequently, the set of factors shaping these behaviours. Additionally, increasing importance is attributed to the ecological aspect of consumption. The aim of this study is to construct an ecosystem of factors determining the behaviour of senior female consumers in the market of ecofriendly cosmetic products and to determine the relationships between these factors. The ecosystem of factors encompasses a defined set of behaviours specific to the identified group of consumers. Structural analysis method was employed to create this ecosystem, serving as a tool to organize and analyse sets with a high number of various factors that interact with each other. Research results allowed for the construction of the ecosystem and the identification of five groups of factors within its structure (goal factors, outcome factors, auxiliary factors, regulatory factors, and external factors), as well as establishing relationships between them. An additional goal is to comprehend the essence and trends inherent in the behaviours of senior customers, considering the processes of ecological awareness.

The purpose of this study is to identify the measures used in assessing the competitive position of an organization's brand and to indicate the factors shaping these measures. In the process of exploring the researched issue, the example of football clubs was used. The study focuses on the group of subjective measures. In the article the authors attempted to systematize knowledge in the area of brand strength resulting from its competitive position and the factors determining this position. The conclusion was supported by the analysis of the literature on the subject of brand creation and management.

The term community is well established in the terminology used by marketing environments. The aim of the study is to present the essence of the terms community around the brand, subculture and community on the Internet and to indicate the consequences for the world of marketing resulting from the differences between them.