B. Gajdzik, The Silesian University of Technology, Faculty of Materials Science and Metallurgy, Katowice, Poland Before metallurgical enterprises started implementation of marketing activities they had to go through restructuring processes which included all areas of their market activities. Privatised metallurgical enterprises after economic transformation gradually implemented marketing to th...

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the em...

The direct-marketing business process applied in Slovenian publishing company was inefficient because of inadequate procedure used to create a list of potential customers for a marketing campaign. Considering the nature of the problem, data mining was selected to solve the problem. The company’s direct marketing business process was renovated based on the CRISP-DM methodology and by using data ...

Internet technology is a major enabler for collaboration in customer-oriented processes; in this case a corporate CRM infrastructure for tourist destinations. Besides this crucial technological driver, the need for an increased customer-orientation in marketing activities through the utilization of knowledge about customers forces a change in marketing communications. This adaptation is require...

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm’s customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a...

Is the practice of marketing bad for the economy and, therefore, bad for society? This article explores whether market success and marketing success are compatible. First, we examine the concept of “market success” in the context of the dynamic competition perspective of resource– advantage theory, and we argue that successful markets are characterized by competitive processes that lead to five...

New tools and technologies are continuously being developed, the field of market is in permanent change. Yet conversational AI represents a breakthrough, ground-breaking technology that provides unmatched speed, price, breadth features, providing users quick advantage over rivals. More than simply tool, it's also means considering how to strike balance between technological data-driven innovati...