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Investigating Process Maturity Modeling as an Advertising Process Improvement Paradigm

-to-business services. The Journal of Business & Industrial Marketing , 25 (5), 324–337. 5. Carcary, M. (2013). IT risk management: A Capability Maturity Model perspective. Electronic Journal of Information Systems Evaluation , 16 (1), 3–13. 6. Chaudhary, M. & Chopra, A. (2016). CMMi for Development: Implementation Guide . New York, NY: Apress Publishing. 7. Colley, R. H. (1984). Defining advertising goals for measured results . New York, NY: Association of National Advertisers. 8. Corsi, P. & Neau, E. (2015). Innovation Capability Maturity Model

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The image of a research institution as an important element in shaping the level of competitiveness of the organisation


The primary objective of the publication is defining the factors and processes affecting the efficient course of actions undertaken around building a positive image of the organisation. The study raises key aspects of this issue. The diagnosis providing that the recipient is guided in his/her purchasing decisions by the opinions about a given product or service that reach them through all the available content distribution channels is appearing increasingly often in subsequent study findings. The same studies have also confirmed that an inherent feature of a knowledge-based economy is the level of the intangible asset share as regards determining the position of an organisation (brand, reputation). The unbridled increase in competition has led to the generation of a growing volume of advertising offers for buyers, as a result of which standing out among other market players has now become more of an issue. One of the ways to enhance an organisation's presence in a changing environment includes measures promoting its positive image creation and shaping of favourable (valuable) opinions about it. The selection of the appropriate image concept to a constantly changing business environment in terms of competing or consumer preferences requires an effective response to their experiences in the cognitive, emotional and behavioural dimensions. If they are positive, they will contribute to building a favourable mindset among consumers, which in turn will facilitate the formation of a positive image of the organisation.

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Perception of the University as an Employer Among Young Potential Employees

). Marketing personalny jako instrument kreowania wizerunku firmy. Warszawa: Difin. 5. Berthon, P., Ewing, M., et al. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24 (2), pp. 151-172. 6. Bodak, A., Gableta, M. (2015). Oczekiwania pracowników związane z bezpiecznym funkcjonowaniem w środowisku pracy. Zeszyty Naukowe Politechniki Śląskiej, z. 83, s. 45-54. 7. Collins, C.J., Han, J. (2004). Exploring applicant pool and quality: The effects of early

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Utilization of Integrated Marketing Communication for The Introduction of a New Brand to the Market. Case Study of “Eko Patrol” of The Central Mining Institute

Literature 1. Blythe, J. (1999). Marketing Communications. Financial Times . Prentice Hall. 2. Blythe, J. (2006). Essentials of Marketing Communications . Pearson Education. Essex. 3. Brzozowska-Woś, (2014). Inbound marketing a skuteczna komunikacja marketingowe. Marketing i Rynek 8/2014. 4. Csikósová, A. Antošová, M., Èulková K. (2014). Strategy in Direct and Interactive Marketing and Integrated Marketing Communications. Procedia — Social and Behavioral Sciences No. 116. 5. Cornelissen, J.P. Lock, A.R. (2000). Theoretical

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Associations with the university as an employer — opinions of women and men representing young potential employees

Instytucji Naukowych i Badawczych, vol. 25, iss. 3, p. 79-96. 4. Berthon, P., Ewing, M. (2005). et al., Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, vol. 24, no. 2, pp. 151-172. 5. Bidwell, M.J., Briscoe, F.S. (2010). The Dynamics of Inter Organizational Careers. Organization Science, vol. 21, no. 5, pp. 1034-1053. 6. Caligiuri, P., Colakoglu, S., Cerdin, J.L., Kim, M.S. (2010). Examining cross-cultural and individual differences in predicting employer

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