Challenges Related to New Segments and Market Trends
Redakcja: Piotr Jedynak, Małgorzata Budzanowska-Drzewiecka, Aneta Lipińska
Seria: Contemporary Management and Marketing Dilemmas
Liczba stron: 178
Format: B5
Rok wydania: 2016
Data premiery: 07.07.2016
Opis książki
The deliberations of the Authors of individual chapters of the monograph focus on the challenges for management and marketing resulting mainly from:
• technology development – primarily development of the Internet as a source of change in consumer behaviour,Indicated challenges showing both theoretical and practical implications of market changes in management and marketing.
• globalization of markets – need to raise awareness about cultural differences,
• generational changes and the need to focus attention on the needs of people with specific characteristics (e.g. relating to development or resulting from personal predisposition).
ISBN: 978-83-233-4141-3
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Challenges Related to New Segments and Market Trends
SPIS TREŚCI
Table of contents
Introduction 7
Part 1 Challenges in marketing communications. New directions
Chapter 1. Consumer attitudes as a basis for developing new directions in marketing communications in Poland 13
Magdalena Dołhasz
Chapter 2. The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation in fairs 27
Anita Proszowska
Chapter 3. Multiscreening as a way of reaching a consumer – idea and possibilities 39
Kamila Peszko
Part 2 Challenges of consumer behaviour. Young consumer online and offline
Chapter 4. Children as recipients of marketing communication on the Internet 53
Małgorzata Budzanowska-Drzewiecka
Chapter 5. Individual determinants of propensity to make purchases as part of e-commerce and m-commerce in Polish young consumers 73
Małgorzata Budzanowska-Drzewiecka
Chapter 6. Motives for consumption among Polish young consumers 87
Karolina Korycka
Chapter 7. Attractiveness of job fair for students as a platform for searching and exchange of information 99
Małgorzata Budzanowska-Drzewiecka, Anita Proszowska
Part 3 Challenges on the labour market. Specific groups of employees
Chapter 8. Use of gamification in the process of selection of candidates for the position in the opinion of young adults in Poland 115
Monika Krasulak
Chapter 9. Agency and communion in LinkedIn professional candidates’ profiles. Bias in recruitment process? 129
Michał Chmiel
Chapter 10. The specificity of selected tools of development of social competencies among IT specialists 143
Jerzy Rosiński
Chapter 11. Perception of work environment among women and men – workload and autonomy in relation to job engagement 155
Magdalena Jaworek, Anna Maria Dyląg
Notes about the Authors 175
Introduction 7
Part 1 Challenges in marketing communications. New directions
Chapter 1. Consumer attitudes as a basis for developing new directions in marketing communications in Poland 13
Magdalena Dołhasz
Chapter 2. The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation in fairs 27
Anita Proszowska
Chapter 3. Multiscreening as a way of reaching a consumer – idea and possibilities 39
Kamila Peszko
Part 2 Challenges of consumer behaviour. Young consumer online and offline
Chapter 4. Children as recipients of marketing communication on the Internet 53
Małgorzata Budzanowska-Drzewiecka
Chapter 5. Individual determinants of propensity to make purchases as part of e-commerce and m-commerce in Polish young consumers 73
Małgorzata Budzanowska-Drzewiecka
Chapter 6. Motives for consumption among Polish young consumers 87
Karolina Korycka
Chapter 7. Attractiveness of job fair for students as a platform for searching and exchange of information 99
Małgorzata Budzanowska-Drzewiecka, Anita Proszowska
Part 3 Challenges on the labour market. Specific groups of employees
Chapter 8. Use of gamification in the process of selection of candidates for the position in the opinion of young adults in Poland 115
Monika Krasulak
Chapter 9. Agency and communion in LinkedIn professional candidates’ profiles. Bias in recruitment process? 129
Michał Chmiel
Chapter 10. The specificity of selected tools of development of social competencies among IT specialists 143
Jerzy Rosiński
Chapter 11. Perception of work environment among women and men – workload and autonomy in relation to job engagement 155
Magdalena Jaworek, Anna Maria Dyląg
Notes about the Authors 175
Challenges Related to New Segments and Market Trends
SPIS TREŚCI
Table of contents
Introduction 7
Part 1 Challenges in marketing communications. New directions
Chapter 1. Consumer attitudes as a basis for developing new directions in marketing communications in Poland 13
Magdalena Dołhasz
Chapter 2. The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation in fairs 27
Anita Proszowska
Chapter 3. Multiscreening as a way of reaching a consumer – idea and possibilities 39
Kamila Peszko
Part 2 Challenges of consumer behaviour. Young consumer online and offline
Chapter 4. Children as recipients of marketing communication on the Internet 53
Małgorzata Budzanowska-Drzewiecka
Chapter 5. Individual determinants of propensity to make purchases as part of e-commerce and m-commerce in Polish young consumers 73
Małgorzata Budzanowska-Drzewiecka
Chapter 6. Motives for consumption among Polish young consumers 87
Karolina Korycka
Chapter 7. Attractiveness of job fair for students as a platform for searching and exchange of information 99
Małgorzata Budzanowska-Drzewiecka, Anita Proszowska
Part 3 Challenges on the labour market. Specific groups of employees
Chapter 8. Use of gamification in the process of selection of candidates for the position in the opinion of young adults in Poland 115
Monika Krasulak
Chapter 9. Agency and communion in LinkedIn professional candidates’ profiles. Bias in recruitment process? 129
Michał Chmiel
Chapter 10. The specificity of selected tools of development of social competencies among IT specialists 143
Jerzy Rosiński
Chapter 11. Perception of work environment among women and men – workload and autonomy in relation to job engagement 155
Magdalena Jaworek, Anna Maria Dyląg
Notes about the Authors 175
Introduction 7
Part 1 Challenges in marketing communications. New directions
Chapter 1. Consumer attitudes as a basis for developing new directions in marketing communications in Poland 13
Magdalena Dołhasz
Chapter 2. The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation in fairs 27
Anita Proszowska
Chapter 3. Multiscreening as a way of reaching a consumer – idea and possibilities 39
Kamila Peszko
Part 2 Challenges of consumer behaviour. Young consumer online and offline
Chapter 4. Children as recipients of marketing communication on the Internet 53
Małgorzata Budzanowska-Drzewiecka
Chapter 5. Individual determinants of propensity to make purchases as part of e-commerce and m-commerce in Polish young consumers 73
Małgorzata Budzanowska-Drzewiecka
Chapter 6. Motives for consumption among Polish young consumers 87
Karolina Korycka
Chapter 7. Attractiveness of job fair for students as a platform for searching and exchange of information 99
Małgorzata Budzanowska-Drzewiecka, Anita Proszowska
Part 3 Challenges on the labour market. Specific groups of employees
Chapter 8. Use of gamification in the process of selection of candidates for the position in the opinion of young adults in Poland 115
Monika Krasulak
Chapter 9. Agency and communion in LinkedIn professional candidates’ profiles. Bias in recruitment process? 129
Michał Chmiel
Chapter 10. The specificity of selected tools of development of social competencies among IT specialists 143
Jerzy Rosiński
Chapter 11. Perception of work environment among women and men – workload and autonomy in relation to job engagement 155
Magdalena Jaworek, Anna Maria Dyląg
Notes about the Authors 175
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