Challenges for marketing in 21st century

This book will aim to provide relevant theoretical frameworks and the latest empirical research findings in the area of marketing activity of companies, different institutions and organizations, new trends on global market, as well as contemporary customers behaviour. It will be written by and for professionals who want to improve the general understanding of problems with different aspects of modern marketing and ways of building relationship between companies and customers. The book as itself has been the product of network of academic researchers created around the Dukenet network that has benefited from many distributed contributions. The entire publication is divided into four parts. First part provides an introduction to the topic and focus on the new trends in market and marketing. Part two presents selected aspects of contemporary marketing communication, particularly integrated marketing communication models and strategies of branding of companies and institutions on different markets. Part three is dedicated to customers and their behaviours on contemporary market. There presented problems with consumptions as well new trends in consumption behaviour, including sharing and common consumption. The fourth part, which conclude this book, discusses range of papers dedicated to different issues related to education of marketing, including new approaches for teaching and evaluation, as well difficulties of students concerning the choice of the education institutions, career planning, entering the labour market and starting their own marketing career.

Introduction 7 Part I New trends in market and marketing Higher education institutions’ behaviours in the context of holistic marketing (Magdalena Platis) 11 Sharing economy as new trend on the global market (Tomasz Silwanowicz) 23 The systemic products as an offer for demanding clients: The case of IT and healthcare sector (Izabela Sztangret & Justyna Matysiewicz) 35 The application of data mining methods in modern marketing research (Dominik Krężołek) 49 Entrepreneurial self-efficacy mediates career calling and entrepreneurial interest (Zsuzsanna Horvath) 71 Part II Marketing communication and branding Integrated Marketing Communications – Coca-Cola model (Francisco Suay Pérez) 87 Event marketing as advanced form of promotion on educational market (Jakub Wolny) 102 Branding strategies of top processors on the Romanian milk and dairy market (Carmen Balan) 122 Branding electricity in a newly liberalised market – evidence from the Polish and Icelandic markets (Fridrik Larsen & Sławomir Smyczek) 139 Part III Dilemmas of consumers on market Consumptionism as a sign of the crisis of the culture of prosperity (Rafał Śpiewak) 167 Directions of consumption development in the 21st century (Sławomir Smyczek) 187 Ride-sharing customer behaviour on example of BlaBlaCar (Tomasz Silwanowicz) 200 Part IV Challenges for marketing education 21st century marketing skills – a buzzword in marketing education (Ramandeep Saini) 217 Push or pull – marketing to be used in business higher education (Judit Papp) 222 Task-based approach in assessing BA marketing diploma papers – bilingual terminology glossaries (Diana Ionita) 244 Difficulties of young professionals concerning the choice of education institutions, career planning, entering labour market and starting their own adult life – an augmented marketing approach (Jäckel Katalin, Orsolya Nagy, Judit Papp & László Balázs) 258