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Abstract

The aim of the article is to present the results of a quantitative survey of marketing managers in Polish museums on the marketing communication tools used in these institutions. The survey was conducted using the CAWI method in 2017 on a group of 85 marketing managers in museums. In the study, the scope of application and the importance of particular marketing communication tools for museums were established. It has been shown that advertising and Public Relations have a key role in the promotion of museums, in particular contact with the media and the organization of events. This study shows that a large group of Polish museums uses a fairly narrow range of marketing communication tools and that they only sporadically reach for modern communication tools. The article also presents the factors that have a positive and negative impact on the possibility of implementing effective marketing communication in museums.

) Marketing Management, 14th edition , Prentice Hall. Percy, L. (2008) Strategic Integrated Marketing Communication- Theory and practice , Butterworth-Heinemann. Popescu, I.C. (2002) Comunicarea în marketing: concepte, tehnici, strategii, Ed. a 2-a rev. și adaug ., Uranus Publishing House, Bucharest. Schultz, D.E., Tannebaum, S.I., and Lauterbuin, R.F. (1993) Integrated Marketing Communications , Lincolnwood, IL : NTC Business Books. Yeshin, T. (1998) Integrated Marketing Communications. The holistic approach , Butterworth-Heinemann. www.ec.europa.eu , European

skuteczności reklamy [online: June 20, 2017], www.mfiles.pl/pl/index.php/Ocena_skuteczno%C5%9Bci_reklamy; JEDLIŃSKI P., KRUSZCZAK K. (2009), Efektywność [online: June 20, 2017], www.mfiles.pl/pl/index.php/Efektywno%C5%9B%C4%87; KACZMARCZYK S. (2015), The Basic Classification of Marketing Communication,[in:] Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu, Issue No. 39; KOSIELIŃSKI S. (2016), Zawrotna kariera bikona [online: June 23, 2017], www.polityka.pl/tygodnikpolityka/nauka/1684620,1,zawrotna-kariera-bikona.read; KOTLER PH. (2005

References 1. Camilleri, M. A. (2018). Integrated Marketing Communications / In Travel Marketing, Tourism Economics and the Airline Product. – Cham, Switzerland: Springer Nature, pp. 85–103. 2. Duralia, O. (2018). Integrated Marketing Communication and its Impact on Consumer Behavior // Studies in Business and Economics. Vol. 13, Issue 2, pp. 92–102. doi:10.2478/sbe-2018-0022. 3. Falát, L., Holubčík, M. (2017). The Influence of Marketing Communication on Financial Situation of the Company – A Case from Automobile Industry // Procedia Engineering. Vol. 192, pp

References American Marketing Association. (2013), “Definition of marketing communication” Available at: <https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx> (accessed June 27, 2016). Ahmed, B. and Husain, S.T. (2014), “E-marketing - A paradigm shift in the 21st century”, in Patil, D.B, Bhakkad, D.D. (eds). (2014), Redefining Management practices and marketing in modern age, Atharva publications. Amirkhanpour, M., Vrontis, D. and Thrassou. A. (2014), “Mobile marketing: a contemporary strategic perspective”, International Journal of Technology

References Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. El Gazzar, N., & Mourad, M. (2012). The Effect of Online Communication on Corporate Brand Image. International Journal of Online Marketing, 2(1), 1–15. Foret, M. (2011). Marketing communication. 3 rd edition. Brno: Computer Press. Frey, P. (2011). Marketing communication: New trends . Praha: Management Press. Gramlich, J. (2019). 10 facts about Americans and Facebook

future, Studies in health technology and informatics , 02/98. 8. Grudzewski F., Awdziej M., Mazurek G., Piotrowska K. (2018). Virtual reality in marketing communication — the impact on the message, technology and offer perception — empirical study. Economics and Business Review , Vol. 4 (18), No. 3, 2018: 36–50. 9. Hajduk G. (2016). Challenges for marketing communications in the digital age. [w:] G. Mazurek & J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 183–195). Warszawa: Poltext. 10. Huang H., Liaw S., Lai C. (2016

Abstract

The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time of use, management methods, results and purpose of the information. The mass tourism is evolving into a variety of forms and one of the segments growing in importance is the Adventure tourism which requires, along with the complex and demanding activity, a more specific and canalized interaction on all levels and in all stages. The perception of an activity or a place, the gained support, the safety measures, emergency situations and general opinion are results of the marketing communication. This study observes the Adventure market in terms of reasons, types and trust, by leading a qualitative exploratory research and in-depth interviews with 18 actors and participants and expressing ways of adequate addressing. Romania is a newcomer on the Adventure tourism market and provides opportunities to test approaches.

. Vanhove N. (2005), The economics of tourism destinations , Elsevier Butterworth-Heinemann, Oxford ; 14. Varey R. (2002), Marketing Communication . Principles and Practice, Routledge, London. 15. Wiktor J. W., (2001), Promocja. System komunikacji przedsiębiorstwa z rynkiem , Wydawnictwo Naukowe PWN, Warsaw.

Internet Marketing Communication and Schools: The Slovenian Case Study

Worldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality.