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Journal of Marketing and Market Studies 11/2020

ISBN: 1231-7853
Pages: 36
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2020.11.1
JEL: M31

Customer orientation is still the basic and integral competence of a modern organization, and therefore remains a topic of interest to many researchers. When attempting to systematize knowledge regarding customer orientation, three basic directions of scientific exploration can be distinguished: customer orientation as a business philosophy, customer orientation as an area of activity and customer orientation as a concept of value building. It should be emphasized that customer orientation, regardless of the approach, remains within the scope of managerial activity. The aim of the study is to determine the perception of customer orientation by top managers and to identify selected factors that determine their orientation.

Keywords: customer orientation; top manager; determinants of customer orientation
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DOI: 10.33226/1231-7853.2020.11.2
JEL: L1, M31, L81, O31

The aim of this work was to characterize considerations and an attempt to evaluate the use of modern marketing tools, which are used in commercial enterprises on the market of food products, affecting the decision-making processes of their purchase and experience in the use of promotion as part of increasing trade competitiveness. Weaker traditional forms of promotion on buying behavior, increases the importance of new forms of consciousness to reach consumers in the form of custom promotional activities. They represent a form of marketing innovation and opportunity at the same time increase the competitiveness of the supply chains of food products. The paper presents an analysis of the existing solutions in the promotion of innovative food products based on non-standard forms of promotion in the process of selling this type of promotion analysis indicated the chance to use them to improve to compete, but also threats in the communication market.

Keywords: food trade; marketing; sales promotion
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DOI: 10.33226/1231-7853.2020.11.3
JEL: I110, M00

The subject of the article concerns selected elements of the medical services market in Poland. The main aim of the publication is to present the current situation on the medical services market in Poland. The article presents the availability of medical personnel. Secondary data on medical services (private and public sector perspective) was also analyzed. The publication was completed with a summary and conclusions.

Keywords: medical market service; health care system; health service
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DOI: 10.33226/1231-7853.2020.11.4
JEL: L81

The purpose of this article is to systematize the knowledge of innovative solutions in the field of ecommerce. In recent times, there is a noticeable rise in the popularity of Internet shopping. The awareness of online sales channels and models and their adaptation to the possibilities and preferences of the entrepreneur can ensure the efficient running of the online store and result in increased sales.

Keywords: electronic commerce; e-commerce; online store
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