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Journal of Marketing and Market Studies 11/2021

ISBN: 1231-7853
Pages: 36
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.11.1
JEL: M31, M21

Nowadays companies are faced with significant changes in their environment. These relate in particular to changes in the natural environment, related legal regulations, the behaviour of buyers and their growing demands towards product suppliers. Companies are forced to take these trends into account in their marketing strategies. This makes it necessary to consider the application of such concepts as CSR and CSV in their marketing activities. The aim of the publication is precisely an attempt to determine the possibility of applying these concepts in an enterprise's marketing activities. For its implementation the method of critical analysis of domestic and foreign literature relating to these issues was used. The considerations concerned especially the application of the above mentioned concepts in the process of building marketing strategies, their types and used marketing-mix tools. On this basis conclusions were formulated concerning the application of CSR and CSV concepts in the marketing strategies of enterprises. They can be applied especially to the mission of the enterprise, selection of markets, determination of the segment of buyers and marketing-mix tools. Selection of segments of buyers and determination of their needs, especially social needs, will make it possible to create an enterprise's offer in the form of shared economic and social value and to include companies from local markets in its creation.

Keywords: CSR; CSV; marketing strategy; marketing 3.0; prosumer
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DOI: 10.33226/1231-7853.2021.11.2
JEL: I230, I220, I230, M400, M100, R32

The aim of the article is to present and use the methodology for the assessment of the functioning of higher education institutions. The article uses the proposed methodology to assess the efficiency and quality of leading public higher education institutions operating in Poland. The basis of the proposed methodology is, on the one hand, the observation that the higher education institutions implements two main processes (significantly differing in the nature of expenditures and the obtained products and outcomes) didactics and research. On the other hand, in order to obtain a comprehensive higher education institutions assessment, it is important to address two areas: the efficiency of functioning and the generated quality (understood as the impact of the higher education institution on the environment). The research results indicate that both in the case of didactics and research, the highest level of efficiency was recorded in the case of the University of Warsaw. The presented results indicated the possibilities offered by the proposed methodology, however, reflection on the selection and sources of the analyzed data is important.

Keywords: higher education; quality; efficiency; higher education institution; organizational effectiveness; didactics; research
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DOI: 10.33226/1231-7853.2021.11.3
JEL: M31

Competition among companies specializing in the agricultural industry forces producers to take actions that will be able to meet the expectations of more and more demanding customers in accordance with the prevailing trends. For this purpose, relationship marketing plays a key role, using appropriate activities determines the strong position of the organization and its strategy. Building relationships has become one of the most important ways to compete in the agricultural machinery market. The aim of the article is to verify the satisfaction of dealers of SaMASZ brand machines in terms of marketing activities carried out using the assumptions of the concept of relationship marketing within the dealership network. For the purposes of the research, the CAWI (Computer-assisted web interviewing) method was used with exclusive importers and owners of SaMASZ dealerships from 20 foreign countries and Poland. The article also presents the essence of relationship marketing and the basic factors influencing the success of using relationship marketing in enterprises producing agricultural machinery.


Keywords: relationship marketing; dealers network; relationships management
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