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Journal of Marketing and Market Studies 3/2020

ISSN: 1231-7853
Pages: 32
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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Prenumerata roczna 2020 (12 kolejnych numerów)
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DOI: 10.33226/1231-7853.2020.3.1
JEL: M31

Digitalization is one of the most important contemporary megatrends. Information and communications technology is increasingly used by sport organizations. They are business in nature and thank to that they communicate with their stakeholders, especially with athletes, fans, media and sponsors. They use both Web 1.0 and Web 2.0 tools. Web 1.0 that's first of all: e-mail, websites, internet platforms, blogs and vlogs. Web 2.0 tools are primarily social media. Clubs and other sport organizations use also such technologies as Augmented Reality, Virtual Reality, communicators, chatbots, virtual advertising and blockchain. Sports facilities transform into smart stadiums, where fans have more experience during sport events.

Keywords: digitalisation; sport business; information and communication technology in sports; social media
DOI: 10.33226/1231-7853.2020.3.2
JEL: M31, L3

This article is devoted to the topic of church marketing as a developing paradigm of a holistic marketing concept. The study is cognitive in the scope of contemporary use of church marketing and is valuable in the context of its usefulness for the church's activity. The purpose of the first part of the article is primarily to characterize the Catholic as an addressee of church marketing activities using new media in pastoral ministry. Theoretical considerations will be presented in the first article, while part II will be enriched with the results of own research conducted in the Roman Catholic parishes of Silesia and the surrounding area. Research intentions crystallized as a consequence of identifying insufficient knowledge about the concept of religious marketing in Polish reality.

Keywords: non-profit organizations (third sector organizations); religious marketing (church; Christian); Catholic consumer; new media in the process of communication between the Church and the faithful
DOI: 10.33226/1231-7853.2020.3.3
JEL: M31

The authors describe the role and significance of the brand in the process of purchasing dairy products, especially yellow cheese, on the example of Cooperative Dairy "Spomlek" in Radzyń Podlaski. The purpose of the article is to identify the concept and category of the brand, clarify the stages and role of the brand in the purchasing process and learn opinions on the factors that consumers are guided by when buying yellow cheese. The authors present the results of their own research, during which they asked the respondents, among others what elements decide about the counting of the cheese into the brand product, what factors are the buyers guiding when buying the Serenada brand cheese, what amount they are able to pay for the branded cheese. It turns out that respondents when buying yellow cheese most often took into account its taste, product recognition and attractive price. On the other hand, the word brand is most often associated with a high quality guarantee and a graphic symbol, and it is very important for them in the case of the cheese brand.

Keywords: ibrand; purchase process; dairy products
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