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    Wyświetlanie 1-2 z 2
    Tytuł:
    Historical marketing research – barriers to conducting it and its importance
    Historyczne badania marketingu – bariery prowadzenia i znaczenie
    Autorzy:
    Kamiński, J.
    Powiązania:
    https://bibliotekanauki.pl/articles/2048992.pdf
    Data publikacji:
    2021
    Wydawca:
    Akademia Bialska Nauk Stosowanych im. Jana Pawła II w Białej Podlaskiej
    Tematy:
    marketing
    historical marketing research
    barriers
    significance
    Opis:
    Subject and purpose of work: The article is devoted to historical marketing research. Its purpose is to identify barriers to conducting historical marketing research and to characterize the significance of this type of research. Materials and methods: The observations contained in the article were formulated on the basis of a review, analysis, synthesis and critical evaluation of the literature in the field of marketing. Results: The article highlights the ahistorical attitude of marketing discipline also with reference to research in the area of marketing. Barriers to conducting this type of research were discussed and the significance of historical research was pointed out.. The barriers were characterized based on the properties of historical research as well as the features of practice and marketing theory. The problem is discussed from the point of view of marketing practice, marketing theory, the status of marketing as a science, the role of historical research as a critical approach in the science of marketing, and historical analysis of phenomena as a social perspective. The significance of historical marketing research for teaching marketing issues is underlined. Conclusions: The main conclusion of the analysis is that historical research on marketing plays a particularly significant role, despite the fact that it is found on the margins of currently undertaken issues and does not belong to the mainstream marketing. As a result, it is rarely discussed in marketing textbooks.
    Źródło:
    Economic and Regional Studies; 2021, 14, 1; 108-126
    2083-3725
    2451-182X
    Pojawia się w:
    Economic and Regional Studies
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Impact of promotional activities on choosing a place to study by the students of Pope John Paul II State School of Higher Education in Biała Podlaska
    Wpływ działań promocyjnych na wybór uczelni wyższej przez studentów PSW im. Papieża Jana Pawła II w Białej Podlaskiej
    Autorzy:
    Kozak, A.
    Taradaniuk, A.
    Shevchenko, E.
    Powiązania:
    https://bibliotekanauki.pl/articles/2051267.pdf
    Data publikacji:
    2020
    Wydawca:
    Akademia Bialska Nauk Stosowanych im. Jana Pawła II w Białej Podlaskiej
    Tematy:
    promotion
    research
    marketing of educational services
    higher education institution
    Opis:
    Subject and purpose of work: The article deals with the issues of promotion and its impact on the students’ decisions to choose a place to study. The problem seems to be important due to the changes on the educational market that have been taking place for several years. On the one hand, we have a large supply of academic institutions, and, on the other, an ongoing demographic decline. Such a situation requires the implementation of marketing activities which can establish and maintain permanent relationships between higher education institutions and the recipients of their offers. Materials and methods: This study used a non-random selection. It included 100 randomly selected students of Pope John Paul II State School of Higher Education in Biała Podlaska (PSW). Its aim was to answer two basic research questions, namely what impact on students’ choice of a place to study have promotional activities undertaken by higher education institutions, and which forms of promotion have the greatest and the least impact on students’ choices. Results: The survey of respondents' opinions was conducted at the turn of January and February 2020 by the method of a diagnostic survey using a questionnaire. The main source of information on academic institutions to choose from, as stated by the respondents, were their friends and family. Such an answer was given by as many as 40% of the respondents. The research also showed that the greatest impact on students’ decisions were: the information on the website of a higher education institution (24%), open days (19%), as well as leaflets and guides (16%). Conclusions: The arguments for the choice of Pope John Paul II State School of Higher Education in Biała Podlaska, and not some other academic institution, were primarily a convenient location, its prestige, the possibility of foreign trips and the positive opinions of their friends. The respondents positively assess the image of their study place, but they find its promotional activities to be insufficient.
    Źródło:
    Economic and Regional Studies; 2020, 13, 4; 490-503
    2083-3725
    2451-182X
    Pojawia się w:
    Economic and Regional Studies
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-2 z 2

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