This paper presents the definition of cultural marketing services phenomena, trying to identify new ways to interact and gain insight in consumer preference and behavior. The existence of Big Data and Internet of Things can be used in the Cultural Services sector. Traditional marketing and digital marketing can be reunited with the help of Big Data trends and analytics to better connect with target audience. Big Data can be used to analyze and discover new patterns in social trends and uncover customer preference. There are digital ways in which now consumers interact with their favorite cultural service and these are mostly, by internet. This new level of interaction live with your favorite cultural service, band or artist, even with other services like museums or conferences, where a human voice exists, can make the difference between returning or not to a certain service. Customizing the experience for each customer gives way to improving the overall marketing mix and improve profits. Big Data can help at improving this experience and create a better hypothesis for future strategies used in new cultural events. The main objective of marketing cultural services is to offer the client a unique selling proposition that can’t be refused. Using the internet, they leave a digital footprint with every action they make in regard with a certain services: they engage via social networks or check in via GPS. These are just a few examples of raw data that can be collected and used to exemplify future possibilities and predict where people will be in relation with a certain cultural call to action. This information, with consumer behavior studies, motivations, drives and other characteristics (age, sex, income, social position) can determine the best marketing approach for a certain event or communication in order to achieve maximum return on investment.
Barbara Sołtysik, Weronika Pyśniak and Marzena Pysz
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.
The aim of this article is to determine the scope and the results of research on the perception of the teaching staff from the perspective of internal and external Polish universities as well as the assessment of utilization of these resources in the light of the knowledge of marketing service organization. Test methods used in the article include: an analysis of Polish and foreign periodicals in the field of management and marketing of higher education, diagnosis the teaching staff role as a special resource of the university marketing and to formulate the conditions of effective academic staff marketing in order to build the strengthen brand of universities in the local and foreign markets.
The vegetable production is one of the few agricultural profit-generating sectors based on cash crop growing and marketing. Its tomato sector of the Republic of Moldova has a huge potential to become an important income generator within the national economy. It is obvious that the success of this sector development depends on an efficient marketing system and access to information sources in Moldovan rural areas. The lack of information on tomato markets is a major problem for the Moldovan tomato producers thereby limiting their ability to profitably access new markets. The situation is particularly acute for farmers who reside in rural areas where the information flow is much slower and less reliable once it reaches the farmer. Most of producers and processors lack even basic information on fundamental issues like the market demand on product quantities and quality parameters, towards which markets they should address and what distribution channels choose. Usually they do not know who and where their competitors are and how to compete with them.
The paper reports the Moldovan tomato market analysis that was done using the Agricultural Marketing Information System (AMIS). The AMIS is a support tool for agricultural (including tomato) and food product market assessment and access to the information on commodity markets by main producers, production inputs and marketing services in the Republic of Moldova.
Irena Ozimek, Julita Szlachciuk, Olena Kulykovets and Natalia Przeździecka-Czyżewska
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