http://hdl.handle.net/11089/6782 Marketing - handel - konsument w globalnym społeczeństwie informacyjnym. Tom I. pod redakcją naukową Bogdana Gregora 2026-04-05T16:27:19Z http://hdl.handle.net/11089/7311 Pomiar działań marketingowych w Internecie - przegląd metod i problemów Kuziak, Mariusz Internet seems to be a perfect mass medium as it allows to measure itself without a need of using any other media. The very fast development of the medium makes it impossible to measure the usage and users as easly as it was done in the very beginnings of the World Wide Web. The paper discusses four main areas of research concerning marketing activity over the Internet and major errors and problems that can occur while the research is conducted. Some basic suggestions for corrections are also presented. 2004-01-01T00:00:00Z http://hdl.handle.net/11089/7310 Badania off- i on-line z wykorzystaniem techniki ACA Trzmielak, Dariusz The e-client has assumed unprecedented power during the latter years. This is a result of commercial usage of Internet. The article provides useful knowledge in off- and on-line marketing research. The basic intent remains to familiarize readers with a variety of popular techniques used in the marketing research process. In addition, the second part of article allows for better understanding the basic concept of Adoptive Conjoint Analysis. The text tries to develop a sense of purpose and caution in planning and carrying out studies designed to generate marketing information. 2004-01-01T00:00:00Z http://hdl.handle.net/11089/7309 Data mining w badaniach rynkowych i marketingowych - obszary zastosowań Łapczyński, Mariusz The purpose of this article is to describe data mining applications in marketing research. The author outlined shortly main CRM areas: customer acquisition, customer profitability, churn analysis and cross-selling. He also focused on segmentation research, market basket analysis and analysis of questionnaire data with CHAID algorithm. 2004-01-01T00:00:00Z http://hdl.handle.net/11089/7308 Marketingowe bazy danych a programy lojalnościowe Czuba, Tomasz How important in modern marketing are databases? In 21 century direct marketing becomes more and more important factor. Marketers use different forms and mediums of direct marketing for creating a new value for customers. Database marketing use information about clients for closer communication between firms and clients. Right database marketing is well situated in firm's marketing information system (MIS). From MIS is close to different databases with customers being behavior data and closer to set up loyalty programs for value customers. But the success of loyalty program depends on different techniques of marketing. Database marketing is only one of various factors which can be use to set up good relation with our clients. 2004-01-01T00:00:00Z