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Journal of Marketing and Market Studies 4/2020

ISSN: 1231-7853
Pages: 36
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2020.4.1
JEL: M31

The article aims to define the definition of macromarketing and to identify the basic areas of macromarketing interest. The review of the macromarketing definition allowed for the adoption of the macromarketing definition, which was proposed by S.D. Hunt and is widely accepted by the environment dealing with this issue. According to Hunt, "macromarketing refers to the study of marketing systems, the impact and consequences of marketing systems on society and the impact and consequences society on marketing systems". Defining the concept of macromarketing is the starting point to describe six research areas of macromarketing. These include research on: marketing history, competition and market, global policy and environment, marketing ethics and distribution justice, marketing and development, and quality of life.

Keywords: marketing; macromarketing; competition; ethics; society
DOI: 10.33226/1231-7853.2020.4.2
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 was primarily to characterize the Catholic as an addressee of church marketing activities using new media in pastoral ministry.The second part of the study was devoted to the results obtained during the implementation of direct research conducted by the author. 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; NGOs); religious marketing (church); Catholic consumer; new media in the process of communication between the Church and the faithful
DOI: 10.33226/1231-7853.2020.4.3
JEL: M37

Storytelling is a marketing tool that is more and more important in the 21st century. It's increasingly used in various forms of advertising. This is due to a surplus of marketing information and ads. That is why storytelling is being used to reach the consument and make him not only to watch, but also to understand and remember presented ad. Storytelling is a story about a product or a brand. The use of stories in marketing makes consuments more involved in advertising. They see them as something interesting, as stories arouse emotions, are better remembered and are entertaining. Such tools can be used in various forms of advertising and various types of product, such as press ads of cosmetics. The purpose of analyzing press ads of cosmetics was to investigate the use of storytelling in them. The research method used was content analysis. It turned out that the use of storytelling is currently at a different level depending on the category of cosmetics.

Keywords: istorytelling; marketing; narrative marketing; press
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