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Journal of Marketing and Market Studies 01/2022

ISSN: 1231-7853
Pages: 44
Publication date: 2022
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2022.1.1
JEL: M31, C55, C88, O33

One of the fundamental aspects of the big data phenomenon is the possibility of application in management. This potential differs depending on the specifics of the organization and the area of application. The article aims to indicate the specificity and directions of applying big data methods in marketing, with particular emphasis on improving customer relationships. After presenting the general characteristics of the big data phenomenon in management, the evolution of business analytics related to new possibilities of mass data processing was described. Then, the focus was on the examples of big data applications in improving customer relationships, which confirms the thesis that these methods are very useful in marketing.

Keywords: big data; marketing; customer relationship management (CRM); business analytics; business intelligence (BI)
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DOI: 10.33226/1231-7853.2022.1.2
JEL: M13

The different forms of startup financing and the specificity of the startup pitch were described, as well as various definitions and concepts of a pitch and its purpose were presented. A summary of the proposed pitch structure has been prepared based on the literature. Pitches of 10 startups during the Wolves Summit 2020 conference startup competition were analyzed in terms of their structure. Based on research and their own experience, the authors developed a sequence of questions that a venture capital investor is guided by when assessing the potential of a startup, and subsequently proposed an optimal startup pitch schema, along with the justification of the role played by its components.

Keywords: pitch; pitch deck; start-ups; pitching; fundraising
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DOI: 10.33226/1231-7853.2022.1.3
JEL: M12, M54, L66

The article is a continuation of considerations concerning the area of managing employees during pandemic. The analyzes concern the food industry of the Podlaskie Voivodeship. The aim of the article is to identify the adaptation processes in directing employees to changes and to indicate the tendencies and behaviors accompanying the adaptation processes of small and medium-sized enterprises in the food sector in Podlaskie Voivodeship. The article indicates the areas of managing employees that are particularly sensitive to the effects of changes resulting from the crisis. At the same time, conclusions were drawn regarding the behavior of enterprises in the processes of adaptation to changes. The research tool was a questionnaire and a direct interview with the owners of 30 small production companies in the food industry in Podlaskie Voivodeship. The hypothesis posed is the following statement: the processes of adaptation to changes due to the pandemic caused a polarization of the approach to the future and the actions taken in Podlaskie food industry enterprises, including employee management.

Keywords: food industry; change management in small business; crisis management
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DOI: 10.33226/1231-7853.2022.1.4
JEL: M31, D16, 036

The main goal of the article is to define the relationship between customer engagement (CE) and related categories as well as to identify research contexts in Polish literature on the subject. The study is of a theoretical and conceptual nature, and the research method used was the analysis of the literature on the subject — the methodology of a critical and systematic review of the scientific literature was used. Additionally, the author proposed a Polish translation of the concept of customer engagement and its related categories (commitment and involvement). The research results presented in the article indicate the need to define the hitherto vague semantic boundaries between CE and related categories, to standardize the terminology related to the CE phenomenon and to develop its precise interpretation.

Keywords: customer commitent; customer engagement; customer involvement
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