Tytuł Challenges for marketing in 21st century Język angielski Wydawnictwo Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach ISBN 978-83-7875-350-6 Rok wydania 2017 Katowice Wydanie 1 ilość stron 275 Format pdf Spis treści Introduction 7
Part I
New trends in market and marketing
Higher education institutions’ behaviours in the context of holistic marketing (Magdalena Platis) 11
Sharing economy as new trend on the global market (Tomasz Silwanowicz) 23
The systemic products as an offer for demanding clients: The case of IT and healthcare sector (Izabela Sztangret & Justyna Matysiewicz) 35
The application of data mining methods in modern marketing research (Dominik Krężołek) 49
Entrepreneurial self-efficacy mediates career calling and entrepreneurial interest (Zsuzsanna Horvath) 71
Part II
Marketing communication and branding
Integrated Marketing Communications – Coca-Cola model (Francisco Suay Pérez) 87
Event marketing as advanced form of promotion on educational market (Jakub Wolny) 102
Branding strategies of top processors on the Romanian milk and dairy market (Carmen Balan) 122
Branding electricity in a newly liberalised market – evidence from the Polish and Icelandic markets (Fridrik Larsen & Sławomir Smyczek) 139
Part III
Dilemmas of consumers on market
Consumptionism as a sign of the crisis of the culture of prosperity (Rafał Śpiewak) 167
Directions of consumption development in the 21st century (Sławomir Smyczek) 187
Ride-sharing customer behaviour on example of BlaBlaCar (Tomasz Silwanowicz) 200
Part IV
Challenges for marketing education
21st century marketing skills – a buzzword in marketing education (Ramandeep Saini) 217
Push or pull – marketing to be used in business higher education (Judit Papp) 222
Task-based approach in assessing BA marketing diploma papers – bilingual terminology glossaries (Diana Ionita) 244
Difficulties of young professionals concerning the choice of education institutions, career planning, entering labour market and starting their own adult life – an augmented marketing approach (Jäckel Katalin, Orsolya Nagy, Judit Papp & László Balázs) 258
Part I
New trends in market and marketing
Higher education institutions’ behaviours in the context of holistic marketing (Magdalena Platis) 11
Sharing economy as new trend on the global market (Tomasz Silwanowicz) 23
The systemic products as an offer for demanding clients: The case of IT and healthcare sector (Izabela Sztangret & Justyna Matysiewicz) 35
The application of data mining methods in modern marketing research (Dominik Krężołek) 49
Entrepreneurial self-efficacy mediates career calling and entrepreneurial interest (Zsuzsanna Horvath) 71
Part II
Marketing communication and branding
Integrated Marketing Communications – Coca-Cola model (Francisco Suay Pérez) 87
Event marketing as advanced form of promotion on educational market (Jakub Wolny) 102
Branding strategies of top processors on the Romanian milk and dairy market (Carmen Balan) 122
Branding electricity in a newly liberalised market – evidence from the Polish and Icelandic markets (Fridrik Larsen & Sławomir Smyczek) 139
Part III
Dilemmas of consumers on market
Consumptionism as a sign of the crisis of the culture of prosperity (Rafał Śpiewak) 167
Directions of consumption development in the 21st century (Sławomir Smyczek) 187
Ride-sharing customer behaviour on example of BlaBlaCar (Tomasz Silwanowicz) 200
Part IV
Challenges for marketing education
21st century marketing skills – a buzzword in marketing education (Ramandeep Saini) 217
Push or pull – marketing to be used in business higher education (Judit Papp) 222
Task-based approach in assessing BA marketing diploma papers – bilingual terminology glossaries (Diana Ionita) 244
Difficulties of young professionals concerning the choice of education institutions, career planning, entering labour market and starting their own adult life – an augmented marketing approach (Jäckel Katalin, Orsolya Nagy, Judit Papp & László Balázs) 258
