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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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Prenumerata roczna 2020 (12 kolejnych numerów)
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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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