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Scharakteryzowano klub sportowy jako przykład szerzej rozumianej organizacji sportowej. Zaprezentowano naukowe podstawy, na bazie których powstał dotychczasowy dorobek z zakresu marketingu sportowego. Zanalizowano problematykę orientacji marketingowej w odniesieniu do klubów sportowych. Przedstawiono retrospektywną analizę warunków funkcjonowania klubów sportowych w Polsce. Omówiono wyniki badań, które zostały zaprezentowane w przekroju wcześniej zidentyfikowanych obszarów orientacji marketingowej (orientacja na nabywców, orientacja na konkurencję i wewnętrzna koordynacja działań). Na podstawie oceny aktywności marketingowej klubów sportowych oraz wniosków płynących z przeprowadzonych badań określono sposoby implementacji i stosowania orientacji marketingowej, jakie są wykorzystywane w tych podmiotach.

Economy --- Business Economy / Management --- Marketing / Advertising

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The main reason for taking up the subject of this book was the need to identify the possibility of financing cultural activities of theatrical public universities. Determining the effective method of obtaining extra-budgetary resources is important from the point of view of the development of both the surveyed entities and the broadly understood theater art. The activity undertaken by the theatrical schools has an impact on the implementation of cultural policy in the country and region, contributes to the broadening of the artistic offer and creates the opportunity to assimilate society with culture. The book is also theoretical and empirical. It retains a high degree of theoretical conceptualizations, and also contains a lot of detailed, practical information, in many places becoming a handbook that facilitates orientation in the possibilities of financing cultural projects. The empirical part may also have a source value for future researchers in cultural economics. The book is addressed to representatives of a wide range of academic disciplines: economics, cultural studies, theater studies, management, but also to cultural managers, decision makers associated with the public and private sector of financing culture, and students of economics and humanities.

Poland --- History. --- Economy --- Business Economy / Management --- Financial Markets

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Autor przeprowadził badania dotyczące zachowań nabywców w przestrzeni wewnątrzsklepowej. Miały one charakter pomiarów fizjologicznych, których przydatność w wyjaśnianiu oddziaływania różnych elementów przestrzeni wewnątrzsklepowej na zachowania nabywców miała zostać określona. Walorem pracy prezentującej wyniki i wnioski z tych badań jest nowatorskie łączenie dorobku ekonomii behawioralnej, psychologii oraz fizjologii. Książka zainteresuje każdego badacza problemu i każdego bywalca przestrzeni wewnątrzsklepowych.

Social Sciences --- Economy --- Business Economy / Management --- Micro-Economics --- Behaviorism --- Demography and human biology --- Marketing / Advertising --- Social sciences.

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In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, and in many cases even result in losses. One cause of this undesirable phenomenon may be inadequate analytical tools. The use of adequate analytical tools would make it possible to reliably measure the effectiveness of sales promotion activities. The most commonly used analytical tools often lead to biases when estimating the effectiveness of promotion activities. This is because these tools cannot take into account a number of factors which change over time, may affect the profitability indicators and are not controlled when performing an estimate with the common tools. The monograph offers a new approach to estimating baseline sales (i.e. the sales figures as they would be if sales promotion activity had not taken place) using causal analysis methods. The suggested approach removes the bias of an estimator resulting from the change of factors over time, while at the same time it is simple enough to be implemented in common business practice. The monograph also presents the methods of causal analysis. Despite their potential to successfully deal with a number of marketing and management issues, these methods are rarely used, either in the Czech Republic or internationally.

Sales & marketing --- causal analysis --- propensity scores --- sales promotion --- baseline sales --- Business Economy / Management --- Methodology and research technology --- Accounting - Business Administration --- Marketing / Advertising

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Personnel marketing is currently taking shape as a separate industry that connects the management of human resources with marketing and places each employee into the role of a customer. The connection of these two areas creates an effect with synergy, which leads to better work with human capital. However, even despite the current need for innovative approaches to acquiring employees, the potential of personnel marketing is unsatisfactorily utilised both in the Czech Republic and abroad. In professional and scientific literature, foreign and mainly domestic, there are very few publications focused on personnel marketing comprehensively. They have explained its innovativeness, how activities carried out in personnel marketing differ from “classic” personnel-related activities. What is the relationship between personnel marketing and the employer’s brand. It is synonymous, or building the brand is part of the communication strategy. Something else unknown relating to personnel marketing is its practical use. In Czech and world literature there is a lack of information about reality if practical application of personnel marketing is tied to an enterprise’s size. It is also possible in connection with personnel marketing to state critically that in both professional and scientific literature, there are rarely models available which illustrate factors leading to job satisfaction. In the terminology of personnel marketing these are factors of internal personnel marketing. Models which would currently illustrate factors of external marketing and/or enable understanding of personnel marketing as a whole were not identified by the author. The main objective of the monograph was to define tools and attributes of external and internal personnel marketing and resources supporting employees’ satisfaction and stability, which are important for effective management of human resources. In order to achieve this objective, quality research was conducted, along with two mutually corresponding quantitative studies – pre-research and main research. The aim of the qualitative research was to find out whether business practice is familiar with personnel marketing and how it perceives the contents of personnel marketing and to identify tools of internal and external personnel marketing applied in practice. The outputs of the qualitative research were the basis and source for realisation of quantitative research studies. Quantitative research was carried out in two steps. The pre-research research was focused on the most important employers in the Liberec Region, and the respondents were experts in human resources from these companies. The aim was to determine the perception of personnel marketing, determine the numerousness and effectiveness of personnel marketing tools, to determine the importance of individual resources for stabilisation/satisfaction of employees. Based on the results of this quantitative research, it was not possible to determine whether application of personnel marketing was tied to the company’s size. Therefore, the main quantitative research was conducted. The main quantitative research was based on findings of pre-research and was focused all on employers in the Liberec Region. The respondents were HR experts from these companies. The aim was to determine the perception of personnel marketing, along with determination of the frequency of use and the importance of personnel marketing tools and to determine the degree of importance of resources that would lead to satisfaction/stabilisation of employees. The aim of the finding was also to determine whether the size of the company had an effect on individual responses. For example, an effort was made to determine if the importance of individual personnel marketing tools varied depending on company size. Also within this research, personnel marketing factors were identified, including factors that support satisfaction/stabilisation of employees.

Personnel & human resources management --- Personal marketing --- management --- human resources --- human capital --- Business Economy / Management --- Accounting - Business Administration --- Marketing / Advertising --- Human Resources in Economy --- Socio-Economic Research