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A Systematic Literature Review on Ambush Marketing in Sport

100%
Piątkowska M., Żyśko J., Gocłowska S.
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EN
The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now.
2

Using Esports Efficiently to Enhance and Extend Brand Perceptions – A Literature Review

100%
Gawrysiak J., Burton R., Jenny S., Williams D.
Physical Culture and Sport. Studies and Research
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2020
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vol. 86
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issue 1
1-14
3
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Badanie satysfakcji kuracjuszy uzdrowiska Rabka-Zdrój metodą Kano

86%
Walas B.
Biuletyn KPZK
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2018
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issue 269
4
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Tracing the Life and Work of August Rozental

86%
Jaczynowski L.
Polish Journal of Sport and Tourism
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2015
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vol. 21
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issue 2
107-112
EN
Introduction. The objective of this paper was to provide an overview of the life and work of a Polish artist and painter, August Rozental, who lived and worked in Bulgaria in the late 19th and early 20th century and is completely unknown in Poland. Documentation of his work may be of interest to both art historians and Polish travel agencies, the latter for marketing purposes. Material and methods. In searching for reliable information, the focus remained on historical, icono-graphic and epigraphic sources. Archival and museum collections were consulted, as were academic libraries, periodicals and internet sites (Polish, Bulgarian, Serbian and Russian). The information thus obtained was verified on the basis of three interviews with museology specialists. Results. The information was presented in terms of a description of the location and marketing product, to address the needs of cultural tourism. Consequently, the descriptions focus primarily on the artist's surviving works and their locations in monasteries in and around Sofia. Along the way, interesting information was discovered regarding the accomplishments of his brother Juliusz, a poet, and their father August, a doctor who years earlier was exiled to Siberia along with his family. Original, newly discovered documents containing personal information about August Rozental (the painter) are also presented. Conclusion. The research confirms his Polish origins and documents the current locations of his most interesting works of art. This makes them easily accessible to both specialists and tourists interested in the subject.
5
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Budowanie wizerunku gabinetów stomatologicznych za pośrednictwem narzędzi public relations

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Syrkiewicz-Świtała M., Holecki T., Bryła K.
Annales Academiae Medicae Silesiensis
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2014
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vol. 68
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issue 2
117-128
EN
INTRODUCTION The increase in patient awareness, technological developments and competition which have appeared on the market of medical services, all have led to the need to ensure a good image of health protection institutions. Promotional marketing activities and particularly public relations tools implemented in a planned, systematic way allow one to create a positive image of a medical facility. PR can build mutual, positive relations with the environment. The main aim of this paper is to present the methods and the use of PR tools in the process of building the image of selected dental practices. MATERIALS AND METHODS The questionnaire methodology was an indepth interview. The study was of a qualitative nature. 31 dental offices in the city of Bytom were examined. The results were analysed statistically. RESULTS Three-quarters of the respondents consciously use various PR tools in the process of creating their image. They use a wide range of techniques and ways of interacting with the environment. A quarter of the surveyed offices did not knowingly take such action. CONCLUSIONS The surveyed clinics have organized various activities for patients within PR. They collaborate with multiple entities from the external environment. However, in the offices, PR management is still poorly organized and minimally configured. Dental practices make use of many forms of communication. The most popular medium of communication channel used by dentists is the Internet.
PL
WSTĘP Wzrost świadomości pacjentów, postęp technologiczny, konkurencja, która pojawiła się na rynku usług medycznych, doprowadziły do konieczności zadbania o dobry wizerunek placówek ochrony zdrowia. Promocyjne działania marketingowe, a szczególnie narzędzia public relations (PR) wdrażane w sposób zaplanowany, świadomy i systematyczny pozwalają na kreowanie pozytywnego wizerunku jednostek działalności leczniczej. Za pośrednictwem PR możliwe jest budowanie przez jednostkę medyczną wzajemnych, pozytywnych relacji z jej otoczeniem. Głównym celem pracy jest ukazanie metod i zakresu posługiwania się narzędziami PR w procesie budowania wizerunku w wybranych gabinetach stomatologicznych. MATERIAŁ I METODY W pracy zastosowano metodę kwestionariuszową i wywiad pogłębiony. Badanie miało charakter jakościowy. Przebadano 31 gabinetów stomatologicznych z miasta Bytomia. Wyniki opracowano statystycznie. WYNIKI Trzy czwarte badanych gabinetów stomatologicznych w sposób świadomy wykorzystuje różnorodne narzędzia PR w procesie kreowania swojego wizerunku. Stosują one szeroki wachlarz technik i sposobów komunikowania się z otoczeniem. Jedna czwarta przebadanych gabinetów nie podejmuje takich działań świadomie. WNIOSKI Badane gabinety stomatologiczne organizują dla pacjentów różnorodne działania z zakresu PR oraz współpracują z wieloma podmiotami z otoczenia zewnętrzne-go, jednak zarządzanie PR jest jeszcze słabo zorganizowane i minimalnie ukształtowane. Gabinety stomatologiczne korzystają z licznych form komunikacji. Najpopularniejszym medium i zarazem kanałem komunikacji wykorzystywanym przez gabinety stomatologiczne jest Internet.
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