Prioritising marketing activities in different types of marketing functions

Marketing research in different settings

This special issue of the Journal of Business Research deals with a wide range of marketing research subjects. The papers pertain to the marketing–sales relationship, sport participants' satisfaction, importance–performance analysis, country of origin, internet banking, tourism and travel, and management leadership style. The ten papers in this special issue were selected from the papers presen...

Marketing activities of Polish internet retailers

While we witness rapid global development of electronic commerce, regional trends may vary considerably and thus it is important to analyze evolution of local e-trade. Here, we use survey data to analyze marketing activities of Polish entrepreneurs in retail e-commerce (B2C). We cover topics such as price comparison, customer loyalty analysis, forms of communication, personalization attempts, i...

Effectiveness of Personalization Techniques on Marketing Activities

Generic Functions of Political Marketing Management

Political parties use marketing instruments as part of their electoral campaign activities. These are usually analysed and categorised using the 4P and marketing mix concept, a perspective anchored in the ‘managerial’ school of marketing theory. However, these concepts have come under considerable criticism. This article uses an alternative perspective, i.e. a functional analysis, to describe t...

Is Marketing Limited to Promotional Activities? the Concept of Marketing: a Concise Review of the Literatur