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Determinant Factors of the Marketing Activity of Scientific and Research Institutions

Summary

In the article the internal and external determinant factors which influence research and scientific institutions’ choice of business orientation are presented. Typical business orientations fit for application in such institutions for the purpose of carrying out market tasks are presented. Against their background the tasks of marketing in such institutions are outlined and the currently available set of marketing instruments at their disposal is discussed.

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Marketing Activities of Health Care Organizations and Patient Safety

Abstract

The main goal of this publication is to show the areas where patients and marketing activities of health care organizations overlap. It shows regulations which ensure safety of a patient, and presents a path model for supporting patients in case some regularities stemming from the above mentioned contact points arise.

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Conditions and Directions of Marketing Activities in Polish Research Institutes

Summary

The offer of institutes is specific and requires the application of special solutions in the area of marketing and new economic conditions in which research institutes operate right now stimulate introducing new solutions and taking advantage of new directions in the area of marketing activity.

The influence of a continuous process of globalization on taking actions in the area of marketing constitutes a major research problem, which requires deepened, detailed analysis and carrying out research in this area. The goal of this article will be to find out to what extent new economic reality makes it necessary to take marketing actions and in what directions within the scope of this activity the research institutes should be going.

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Organization-Economic Mechanism For Financial Ensuring Of Marketing Activities Of Small Engineering Enterprises

Abstract

The article outlines the features of marketing activity of small engineering enterprises (SEE), the usefulness of their union for joint financing their marketing activity is substantiated. It is argued that the best form of marketing efforts integration and cooperation is an association as a contractual organization that does not interfere in the function of its members, but only consolidates marketing activity. Based on this study, the organization and economical mechanism of creation and functioning of SEE Marketing Association is proposed and the financial terms of cooperation between SEE and consulting firms are investigated to ensure fair and favorable agreements on the amount of membership fees for enterprises – the members of SEE Marketing Association. The features and directions of the use of membership fees are studies and the benefits of the creation of such associations are shown. It was established that the activity of the SSE Marketing Association will focus on consolidating marketing efforts and professional mutual assistance of its members to meet the marketing interests, improving marketing activities, market research, protection of marketing interests of association members, forecasting market situations, finding new sales channels and organizing activities in them, selecting the most appropriate sales channels, effective solutions to the problem of planning the distribution of products between sales channels of members of the Association, development of proposals concerning elimination of undisciplined intermediaries.

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Marketing in Sustainability Aspect as a New Culture of Marketing Activity of Companies

, międzynarodowej i globalnej, pod red. A. Pabiana, Wydawnictwo Politechniki Częstochowskiej, Częstochowa. Trojanowski T. (2013), Aspects of sustainable management of marketing activities, (w:) Business Development Opportunities, pod red. J.S. Kardas i J. Brodowskiej-Szewczuk, Wydawnictwo Uniwersytetu Przyrodniczo-Humanistycznego w Siedlcach, Siedlce.

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Impact of Declared Clusters of Tourism on Slovak Destinations

Abstract

This paper aims to present the results of secondary and primary research focused on declared clusters of tourism in Slovakia and to draw conclusions of their influence on Slovak destinations. Subsequent progress could indicate whether declared clusters of tourism lead to competitiveness, innovation, research and growth or rather pursue those activities which are typical of destination management organisations.

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Marketing Activities in the Area of Micronization Services

Abstract

The publication presents the importance of the relationship with the client in relation to the effective marketing strategy. The results of customer satisfaction and market analysis, including revenues from sales of micronization services were discussed.

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Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities

Abstract

Marketing budget decisions are critical and should be fact based rather than intuitive. Profit can be improved by better allocating a fixed budget across products or regions. The Excel-based decision support model presented in this article makes it possible to determine near-optimal marketing budgets and represents an innovative and feasible solution to the dynamic marketing allocation budget problem for multi-product, multi-country firms. The model accounts for marketing dynamics and a product’s growth potential as well as for trade-offs with respect to marketing effectiveness and profit contribution. It was successfully implemented at Bayer, one of the world’s largest firms in the pharmaceuticals and chemicals business. The profit improvement potential in this company was more than 50 % and worth nearly EUR 500 million in incremental discounted cash flows.

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Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic

-socialesi cercetari de marketing, 4, 17-20. Farris, P. W., Bendle, N. T., Pfeifer, P. E., Reibstein, D. J. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd ed.). New Jersey: Pearson Education. Forsyth, P. (2007). Demystifying Marketing: A Guide to the Fundamentals for Engineers. London: The Institution of Engineering and Technology. Ginevičius, R., Podvezko, V., Ginevicius, A. (2013). Quantitative Evaluation of Enterprise Marketing Activities. Journal of Business Economics and Management, 14

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Analysis of Online Marketing Management in Czech Republic

management strategies and the use of social media as a market research tool. International Journal of Market Research, 55(6), 829-850, http://dx.doi.org/10.2501/IJMR-2013-069 Krishnamurthy, S. (2006). Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities. Business Horizons, 49, 51-60. Kruger, N., Dang-Xuan, L., Schneider, A.-M., & Stieglitz, S. (2013). Usage of social media for external stakeholder relationship management - a study of German companies and international non-government organizations. In L. Barolli, F

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