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Journal of Marketing and Market Studies 07/2021

ISBN: 1231-7853
Pages: 40
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.7.1
JEL: G, G1, G17

The chaos theory makes an important contribution to the modeling of economic processes, because the wealth of behaviors of the systems it describes gives the potential possibility of eliminating the inconsistencies between theory and practice. Additionally, chaotic systems are deterministic, i.e. they emphasize the interaction of endogenous factors and refer to the work of the first researchers of economic cycles. Despite many debatable aspects related to the use of deterministic chaos theory algorithms in the process of analyzing joint stock companies on the Warsaw Stock Exchange, their use is fully justified. The aim of the publication is to present the possibility of using measures resulting from the theory of deterministic chaos to assess the attractiveness of investing in specific shares in terms of the economic conditio of a given company on the Warsaw Stock Exchange.

Keywords: chaos theory; Lapunov exponent; Hurst exponent; fractal dimension
DOI: 10.33226/1231-7853.2021.7.2
JEL: M30, C14, C20

The aim of the article is to identify the factors creating the loyalty of young customers. The analyzes are based on data from own research conducted on a sample of 317 young people aged 12–29. The results indicate that age does not differentiate loyalty. On the other hand, it increases when the company cares about the environment, positively considers complaints, and friends have a positive attitude towards the company.

Keywords: young customer; loyalty; consumer goods
DOI: 10.33226/1231-7853.2021.7.3
JEL: D30, G21, M31, O39

In the context of this article, mobile banking can be interpreted as one of the marketing tools used by banks. It is the provision of banking services with the use of telecommunications devices  (portable, mobile) for the implementation of banking operations, overcoming time and spatial barriers. The aim of the article is to present mobile banking as an alternative and more and more common instrument of distribution of banking products. The article focuses on the ways of using banking marketing via e-banking, with particular emphasis on mobile banking. The article puts forward the thesis that mobile banking is a constantly evolving distribution channel for banking products and offers the greatest number of opportunities to reach new recipients.

Keywords: marketing; banking marketing; mobile banking; distribution channel; Blik
DOI: 10.33226/1231-7853.2021.7.4
JEL: G00, G30, C38, R58

Clusters play an important role in economic development and constitute an opportunity to strengthen local entrepreneurship and the economy of the entire country. The article objective was to evaluate the present state of clusters in Poland. The reference point was the example of a food cluster operating in the Podkarpackie Province — the "Subcarpathian Flavours Cluster". The inference was supported by the results of own research. The qualitative research method was applied and individual in-depth interview (IDI) was selected as the leading technique. The interview script was used as the research tool. According to the conducted interview, the cluster, despite many activities and the created value chain, struggles with issues related to management, financing the activities of the cluster, professionalization of activities, as well as opportunities and threats that prevail in the agri-food sector.

Keywords: cluster; entrepreneurship; economy; finance; regional development
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