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Search results for: integrated marketing communication
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The Crisis of Marketing Communication in the Era of Social Media
PublicationThe articles examines the widely discussed in literature the problem of marketing communication crisis resulting from the changes of the environment. These changes generate both new problems and also new solutions, e.g. social media. The practicioners are pursuing both effective and efficient solutions, in relation to the difficulties encountered while achieving market objectives via traditional methods and channels. In accordance...
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Digital Fashion: A systematic literature review. A perspective on marketing and communication
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A review of digital fashion research: before and beyond communication and marketing
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Hybrid Integrated Components For Optical Fiber Communication And Instrumentation Systems
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Wpływ komunikacji marketingowej na kształtowanie miast = The Impact of Marketing Communication on Shaping the Urban Environment
PublicationW artykule przestawiono wpływ komunikacji marketingowej na kształtowanie obiektów architektonicznych oraz podano przykłady realizacji o wysokich walorach estetycznych i artystycznych, które powstały w wyniku działań marketingowych.
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WPŁYW KOMUNIKACJI MARKETINGOWEJ NA KSZTAŁTOWANIE ARCHITEKTURY OBIEKTÓW SŁUŻBY ZDROWIA - THE EFFECT OF MARKETING COMMUNICATION ON SHAPING THE ARCHITECTURE OF HEALTHCARE FACILITIES
PublicationXX wiek wraz z rozwojem kultury masowej przyniósł gwałtowny wzrost znaczenia komunikacji marketingowej, która początkowo pełniła rolę głównie informacyjną, związaną z działaniami reklamowymi. Współcześnie można zauważyć zwiększone zainteresowanie specjalistów z dziedziny marketingu oddziaływaniem na człowieka poprzez przestrzeń, w której on przebywa. Podejmowanie działań marketingowych w ramach usług świadczonych przez jednostki...
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Communication and public participation in integrated water resources management in accordance with the European Water Framework Directive (Poland)
PublicationW pracy przedstawiono proces komunikacji i udziału społeczeństwa we wdrażaniu Ramowej Dyrektywy Wodnej UE w Polsce na podstawie dokumentu opracowanego przez Ministerstwo Środowiska jak również projektu pilotowego realizowanego przez Regionalne Zarządy Gospodarki Wodnej w Gliwicach i Krakowie.
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International Journal of Marketing Communication and New Media
Journals -
Magdalena Brzozowska-Woś dr hab. inż.
PeopleMagdalena Brzozowska-Woś is a graduate of the Faculty of Management and Economics of the Gdańsk University of Technology (specialization: management systems). She is also a graduate of Postgraduate Studies in Advertising (Faculty of Management and Economics, GUT) and Postgraduate Studies in Public Relations (SWPS University of Humanities and Social Sciences). In the years 2000-2003, she cooperated with Panorama Internet sp. z o....
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Wybrane aspekty zachowań internautów oraz rozwój komunikacji marketingowej w Internecie - Polska na tle innych krajów europejskich
PublicationCelem artykułu jest zaprezentowanie różnic w zachowaniach klientów on-line oraz rozwoju komunikacji marketingowej w Internecie. W opracowaniu powołano się na wyniki badań internautów przeprowadzonych w Polsce i w innych krajach Europy. Przybliżono w nim najbardziej charakterystyczne cechy i zachowania użytkowników Internetu. Oprócz tego, w artykule ukazano istotę podejścia inbound marketing w kreowaniu wartościowych treści z punktu...
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Jerzy Konorski dr hab. inż.
PeopleJerzy Konorski received his M. Sc. degree in telecommunications from Gdansk University of Technology, Poland, and his Ph. D. degree in computer science from the Polish Academy of Sciences, Warsaw, Poland. In 2007, he defended his D. Sc. thesis at the Faculty of Electronics, Telecommunications and Informatics, Gdansk University of Technology. He has authored over 150 papers, led scientific projects funded by the European Union,...
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Possibilities of applying standard tools of promotion in place marketing
PublicationThe purpose of this article is to present the tools of promotion that can be used by local government units in the developing and implementing of marketing strategies. The article evaluates a set of four basic tools of promotion comprising advertising, public relations and publicity, sales promotion and personal selling. This group was supplemented by direct marketing, presented from the point of view of communication via the Internet.
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Inbound marketing a skuteczna komunikacja marketingowa
PublicationCelem artykułu jest ukazanie koncepcji inbound marketing jako przykładu nowego podejścia do planowania i realizacji polityki komunikacji marketingowej w Internecie. Współcześnie klienci nie chcą być atakowani nachalną reklamą lub zanudzani przez nieatrakcyjne treści. Odwracają się od marek, które prowadzą z nimi komunikację jedynie przy użyciu tradycyjnych działań komunikacji marketingowej. Znane organizacje wykorzystują do promowania...
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The role of ergonomics in architectonic and marketing operations
PublicationThe 20th century, along with the development of mass culture, brought a rapid increase of marketing communications significance. At first, this branch of art had an informational function associated with advertising operations. Nowadays, an increase of marketing specialists’ interest in influencing a human being by the space they stay in may be observed. Ergonomics plays an important role in such operations. The aim of this article...
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Angelica Pegani mgr
PeopleA graduate of the Faculty of Management and Economics of the Gdańsk University of Technology. She completed a postgraduate management studies and the Entrepreneurship Program at the Massachusetts Institute of Technology. She has started a PhD studies and wrote a doctoral thesis based on social sciences. She holds numerous certificates confirming her knowledge of English language, including from the British Council and the University...
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Measuring the effectiveness of digital communication - social media performance: an example of the role played by AI-assisted tools at a university
PublicationThe aim of the article is to show the role played by AI-powered tools in measuring the effectiveness of digital communication in social media using a university case study. Therefore, a research problem was formulated to identify the metrics (KPIs) used to measure the effectiveness – non-financial outcomes – of digital social media communication at the university using AI tools. The literature review on the role of AI in digital...
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Communication as a Factor Limiting University-Business Cooperation
PublicationObjective - Despite the broad extent of the scientific activity dealing with university-business cooperation, Poland has yet to develop a satisfactory cooperation strategy that takes business needs into account. This issue is still relevant due to the need for continuous improvement and resulting benefits aimed at improving enterprise competitiveness. Methodology/Technique - Authors of this article attempt to select an overriding...
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Effects of social media communication on brand equity and brand purchase intention
PublicationThe author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This...
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Nadzeya Sabatini dr
PeopleNadzeya Sabatini is Assistant Professor in Digital Transformation at Gdańsk University of Technology (Gdansk, Poland), its Department of Informatics in Management (Faculty of Management and Economics). Nadzeya is lecturer at USI – Università della Svizzera italiana (Lugano, Switzerland), a research fellow at the Institute of Digital Technologies for Communication of the same university, and coordinator of MSc in Digital Fashion...
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The use of innovative application in creating new marketing space for cultural and entertainment events in the local market
PublicationThe following article describes the problems concerning marketing of mass events in the local market and potential solutions. In the first part the barriers that occur in communication between the organizers and the articipants are defined. In the process of identifying problems the results of research conducted for the needs article were used. In following sections the solution with use of Smartphone app is shown. The features that...
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The Corporate Museum: A New Type of Museum Created as a Component of Marketing Company
PublicationA new type of museum appeared – the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity program, exposing the company’s values and philosophy. The corporate museums are thematic, commercial buildings, owned by a particular...
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Fashion Games, Fashion in Games and Gamification in Fashion. A First Map
PublicationFashion companies have been using different forms of entertainment such as film and television, sport, music, museums, and photography as inspiration sources and as communication and marketing channels for decades. However, in recent years, they have also started to consider the gaming world. While gaming offers a potential revenue stream from sales of physical and digital clothing, change in it is also the gateway to access new...
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Integrated Functional Safety and Cybersecurity Evaluation in a Framework for Business Continuity Management
PublicationThis article outlines an integrated functional safety and cybersecurity evaluation approach within a framework for business continuity management (BCM) in energy companies, including those using Industry 4.0 business and technical solutions. In such companies, information and communication technology (ICT), and industrial automation and control system (IACS) play important roles. Using advanced technologies in modern manufacturing...
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Rafał Janowicz dr hab. inż. arch.
PeopleRafał Janowicz since 2011, he is an associate professor at the Faculty of Architecture of the Gdańsk University of Technology, at the Department of Technical Fundamentals of Architectural Design. He has graduated from the Faculty of Architecture of the Gdańsk University of Technology in 2001, with the major in Architecture and Urban Design, and two years later from the Faculty of Management and Economics with the major in Management...
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Communication Networks in the Service of the Environmental Monitoring
PublicationIn the paper selected issues relating to communication networks in the services of the environmental monitoring (EM) have been described. It is divided into three main parts: introduction, wire and wireless networks. At the beginning of the basic definitions were explained. The wire part focuses on a plain old telephone service (POTS), an integrated services digital network (ISDN), a digital subscriber line (DSL) and a fiber-optic...
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Integrated Control in High-Speed Networks Using Constrained Model Predictive Control
PublicationThis paper studies congestion control in high-speed communication networks using Model Predictive Control (MPC). Network traffic is assumed to consist of best-effort and priority traffic sources. An integrated controller consisting of two control parts is designed. The controller calculates the capacity for priority sources and the input rate of best-effort sources. MPC is desirable as it can take into account the constraints on...
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What do hashtags afford in digital fashion communication? An exploratory study on Gucci-related hashtags on Twitter and Instagram.
PublicationBeing enmeshed in a digital environment, we daily produce internet-mediated texts – encompassing several different semiotic codes – accessible on a global scale. Posts on different networks usually contain hashtags, which can be understood as affordances or behavior opportunities. These affordances allow specific actions both from the part of the writer and the reader. They can also be “behavior triggers,” which invite certain...
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Elektroniczne instrumenty komunikacji marketingowej w marketingu usług medycznych
PublicationNie ma wątpliwości, że wielu polskich świadczeniodawców usług zdrowotnych korzysta z Internetu do komunikowania się z pacjentami. Jednocześnie chcą oni stworzyć wizerunek marki jako bardziej nowoczesnej i atrakcyjnej. Elektroniczna komunikacja marketingowa (szczególnie serwisy informacyjne, serwisy społecznościowe, blogi, fora, microblogi, wyszukiwarki, marketing mobilny) ma coraz większe znaczenie w marketingu usług medycznych,...
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Journal of Marketing and Market Studies
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Night in a big city. Light festivals as a creative medium used at night and their impact on the authority, significance and prestige of a city
PublicationCities in times of global urbanization, are looking for completely new marketing methods, one such tool is the creative use of artificial light after dark, in the form of light festivals. This paper aims to introduce the historical development of the phenomenon and contemporary as well as contemporary illuminations / projects of illuminations of Fete des Lumieres festival in Lyon, Luminale in Frankfurt or on a smaller scale Lights...
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Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods
PublicationThis book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context. Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography,...
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Substrate Integrated Waveguide-Based Frequency-Tunable Self-Octaplexing Antenna
PublicationThis communication presents the first-ever substrate integrated waveguide (SIW)-based frequency-tunable self-octaplexing antenna (SOA) for wireless communication. The structure is arranged by implementing eight distinct patches with planar 50-ohm feedlines at the top of the SIW cavity, which realize eight distinct resonant frequencies. Independent tuning of each resonant frequency is achieved by incorporating appropriately allocated...
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How Swiss Watchmaking Brands are Communicating Made in Switzerland
PublicationCountry-of-origin indications, also called “made in” labeling [35], are utilized in marketing strategies by companies to distinguish themselves from others, trying to associate their products with positive characteristics [9]. Swiss watchmaking companies have an iconic status that is essential to their reputation - mainly due to their high quality, precision, innovation, and craftsmanship [7]. They are also using country-of-origin...
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Wybrane aspekty zachowań internautów a skuteczny proces komunikacji marketingowej
PublicationCelem artykułu jest przedstawienie sposobów pozyskiwania internetowych treści związanych z organizacjami lub produktami oraz dzielenia się nimi z innymi. W publikacji zwrócono uwagę na potrzebę zmiany postrzegania roli internautów w procesie komunikacji marketingowej. Ponadto, artykuł nawiązuje do koncepcji inbound marketing. Koncepcja ta dotyczy nie tylko przyciągania klientów do firmy i jej produktów. Chodzi w niej o by poprzez...
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Jerzy Proficz dr hab. inż.
PeopleJerzy Proficz, Ph.D. is the director of the Centre of Informatics – Tricity Academic Supercomputer & networK (CI TASK) at Gdansk University of Technology, Poland. He earned his Ph.D. (2012) in HPC (High Performance Computing) in the subject of supercomputer resource provisioning and management for on-line data processing D.Sc. (2022) in the discipline: Information and Communication Technology. Author and co-author of over 50...
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Analiza bezpieczeństwa funkcjonalnego i ochrony informacji w rozproszonych systemach komputerowych pełniących funkcje sterowania i zabezpieczeń
PublicationW niniejszym artykule przedstawiona została problematyka związana z analizą bezpieczeństwa funkcjonalnego rozproszonych systemów sterowania i automatyki zabezpieczeniowej z uwzględnieniem zagadnień ochrony informacji. Powinny być one rozpatrywane w sposób zintegrowany w zależności od rodzaju komunikacji stosowanej do transmisji danych. W tym celu zaproponowano podział analizowanych systemów na trzy kategorie. Zaproponowane podejście...
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Analiza bezpieczeństwa funkcjonalnego i ochrony informacji w rozproszonych systemach komputerowych pełniących funkcje sterowania i zabezpieczeń
PublicationW niniejszym artykule przedstawiona została problematyka związana z analizą bezpieczeństwa funkcjonalnego rozproszonych systemów sterowania i automatyki zabezpieczeniowej z uwzględnieniem zagadnień ochrony informacji. Powinny być one rozpatrywane w sposób zintegrowany w zależności od rodzaju komunikacji stosowanej do transmisji danych. W tym celu zaproponowano podział analizowanych systemów na trzy kategorie. Zaproponowane podejście...
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An integrated e-learning services management system providing HD videoconferencing and CAA services
PublicationIn this paper we present a novel e-learning services management system, designed to provide highly modifiable platform for various e-learning tools, able to fulfill its function in any network connectivity conditions (including no connectivity scenario). The system can scale from very simple setup (adequate for servicing a single exercise) to a large, distributed solution fit to support an enterprise. Strictly modular architecture...
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Energy efficient beam control for 5G antennas
PublicationThe rapid development of 5G and beyond systems demands improvement in communication speed, latency and safety to maintain the required quality of service. This paper presents an overview of different concepts of energy-efficient antenna systems, which offer beam-shaping and beam-steering functionalities, that enhance connectivity performance and can be used in 5G applications. Different designs for 5.9 GHz, 39 GHz and 60 GHz frequency...
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Edyta Gołąb-Andrzejak dr hab.
People -
Ewa Stolarek-Muszyńska
PeopleMarketing and Communication Manager with 10 years of experience in the B2B and B2C sector. Currently, PhD. student of Gdańsk University of Technology exploring the concept of Knowledge Management within business and NGO sector.
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Substrate Integrated Waveguide-Based Ultra-Compact Self-Heptaplexing Antenna for IoT Connectivity
PublicationThis paper introduces an innovative design of a substrate-integrated waveguide (SIW)-based self-heptaplexing antenna (SHA). The proposed structure is implemented using a combination of circular and rectangular HM-SIW cavities. Furthermore, the antenna contains seven individual patches on top of the SIW cavity to operate at seven distinct frequencies. The microstrip feeding technique has been used to activate seven distinct ports....
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New RFID readers for scalable RFID system
PublicationRFID systems gives the opportunity to have wide access control integrated with the monitoring of people and goods flow. System's scalability is one of the most important features in such systems as they enable large scale deployments. The concept of the proposed reader's architecture employs new RFID transceivers and microcontrollers, security algorithms which gives very high functionality at low price. Special treatment of system's...
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Creating Hotel Services from a Perspective of Extraordinary Customer Experience
PublicationThis conceptual article aims to explore the process of providing hotel services in the context of requirements arising from the experience economy. Both the concept of experience marketing and the concept of customer experience management provided a theoretical framework for the discussion. Based on a review of literature and conclusions derived from hotel managers’ experiences, a research model is proposed, which may be of some...
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Virtual Engineering Object / Virtual Engineering Process: A specialized form of Cyber Physical System for Industrie 4.0
PublicationThis paper reviews the theories, parallels and variances between Virtual Engineering Object (VEO) / Virtual Engineering Process (VEP) and Cyber Physical System (CPS). VEO and VEP is an experience based knowledge representation of engineering objects and processes respectively. Cyber–physical systems (CPSs) are the next generation of engineered systems in which computing, communication, and control technologies are tightly integrated....
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Microfluidically Frequency-Reconfigurable Compact Self-Quadruplexing Tunable Antenna with High Isolation Based on Substrate Integrated Waveguide
PublicationThis communication presents a novel concept of microfluidically frequency-reconfigurable self-quadruplexing tunable antenna for quad-band applications. At the initial design stage, a substrate-integrated square cavity is divided into four unequal quarter-mode cavity resonators by inserting an X-shaped slot on the top surface of the cavity. Applying four 50-ohm microstrip feed-lines to these four quarter-mode cavity resonators enables...
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Marketing a społeczna odpowiedzialność biznesu – sprzeczne idee?
PublicationNegatywny wizerunek marketingu postrzeganego jako koncepcja kreująca nowe potrzeby i nakłaniająca klientów do zwiększania konsumpcji spowodował, że marketing wydaje się być sprzeczny z ideą rozwoju zrównoważonego i społecznej odpowiedzialności biznesu. W artykule przedstawiono rozważania czy rzeczywiście tak jest i czy stosowanie działań marketingowych jest rozbieżne z celami rozwoju zrównoważonego . Stwierdzono, że realizowanie...
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Interactions with recognized objects
PublicationImplicit interaction combined with object recognition techniques opens a new possibility for gathering data and analyzing user behavior for activity and context recognition. The electronic eyewear platform, eGlasses, is being developed, as an integrated and autonomous system to provide interactions with smart environment. In this paper we present a method for the interactions with the recognized objects that can be used for electronic...
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Integracja bezprzewodowych heterogenicznych sieci IP dla poprawy efektywności transmisji danych na morzu
PublicationWraz ze wzrostem istotności środowiska morskiego w naszym codziennym życiu np. w postaci zwiększonego wolumenu transportu realizowanego drogą morską. czy zintensyfikowanych prac dotyczących obserwacji i monitoringu środowiska morskiego, wzrasta również potrzeba opracowania efektywnych systemów komunikacyjnych dedykowanych dla tego środowiska. Heterogeniczne systemy łączności bezprzewodowej integrowane na poziomie warstwy sieciowej...
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Dariusz Dąbrowski dr hab. inż.
PeopleDariusz Dąbrowski graduated from the Faculty of Shipbuilding at Gdańsk University of Technology and in 1987 began working at the university as an assistant in the Department of Shipbuilding Industry Organization within the then Institute of Organization and Design of Production Systems. In 1990, he went on a TEMPUS scholarship from the EU and spent 14 months at the University of Sheffield, where he participated in the Master of...