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Autor	Piotr Leciejewski, Grzegorz Trzciński
Tytuł	Realizacja wielofunkcyjnej gospodarki leśnej z wykorzystaniem funduszy europejskich przez Państwowe Gospodarstwo Leśne
Title	The implementation of multifunctional forest management by the State Forests National Forest Holding with use of European funds
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Abstrakt	In the following paper the authors provide an analysis of the possibility of implementing by the State Forests National Forest Holding (PGL LP) a multifunctional, sustainable forest management based on the principles of environmental protection, co-financed from EU funds and national programs in the 2007–2013 funding perspective. The following national programs were taken into account: Regional Operational Programmes, Infrastructure and Environment Operational Programme, Rural Development Programme, European Territorial Cooperation Programme. The programmes were analysed to the extent where the State Forests units (Forest Districts, Regional Directorates of National Forest, State Forests of National Forest) were beneficiaries of financial funds. The analysis of the use of funds by the State Forests units, accompanied by a general statement and selected projects was performed. The issues related to direct payments in the study were not taken into account.
Abstract
Cytowanie	Leciejewski P., Trzciński G. (2014) Realizacja wielofunkcyjnej gospodarki leśnej z wykorzystaniem funduszy europejskich przez Państwowe Gospodarstwo Leśne.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 108: 103-117
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Pełny tekst	EIOGZ_2014_n108_s103.pdf

Autor	Krystyna Krzyżanowska
Tytuł	Tendencje zmian w działaniach informacyjno- -promocyjnych w turystyce wiejskiej i ich skuteczność
Title	Trends in the field of effective information and promotion activities in rural tourism
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Abstrakt	The aim of the study was to present the changes in the number of lodgings in the years 1993–2013, trends related to forms of promotion used by rural tourism service providers, as well as information sources preferred by tourists resting in the countryside in the years 1997–2013. Additionally, the research covers the information and promotion methods used by service providers to meet the needs and expectations of customers. The data comes from empirical studies conducted both by the author and other authors from different academic centres in Poland, secondary data from the expert opinions provided by different institutions, and literature. The analysis shows that the forms of promotion used by the service providers were not fully adapted to the needs and expectations of tourists, both in 2003 and in 2012. Ten years ago, the most important source of information about holiday stay on a farm were the recommendations of relatives and friends, not promotional literature mostly used by service providers. Nowadays, the most important source of information about recreation in the countryside for surveyed tourists was the Internet, while the service providers’ great attention was given to the positive views expressed by satisfied guests resting in objects of rural tourism.
Abstract
Cytowanie	Krzyżanowska K. (2014) Tendencje zmian w działaniach informacyjno- -promocyjnych w turystyce wiejskiej i ich skuteczność.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 107: 57-67
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Pełny tekst	EIOGZ_2014_n107_s57.pdf

Autor	Alicja Stolarska
Tytuł	Zmiany sytuacji dochodowej polskich rodzin na wsi po akcesji do Unii Europejskiej
Title	Changes of income situation of Polish rural families after EU accession
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Abstrakt	The paper presents income situation of Polish rural households in 2005 –2012. The research material came from unpublished empirical studies of Central Statistical Office . Changes of income level and structure of main income sources of the livelihoods were presented. Growing importance of wage from off-farm jobs and a decline of the share of income from agriculture was observed. The author indicated differences in the economic situation of the population living in rural areas and of individual incomes of the families, which suggests the need of checking the activities of the regional policy in relation to rural areas. Conclusions from the analysis are confirmed by the answers of the respondents. According to them, “very good” and “good” levels of income in rural families (over 18% in 2012) came from all sources, including social benefits. Declining share of expenditures reflects positive trends in Polish rural areas after EU accession as well as possibilities of further structural and social changes in rural areas.
Abstract
Cytowanie	Stolarska A. (2014) Zmiany sytuacji dochodowej polskich rodzin na wsi po akcesji do Unii Europejskiej.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 107: 5-17
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Pełny tekst	EIOGZ_2014_n107_s5.pdf

Autor	Agnieszka Komor
Tytuł	Regionalne grupy strategiczne w przemyśle spożywczym w Polsce
Title	Regional strategic groups in food industry in Poland
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Abstrakt	This paper identifies and examines the regional strategic groups for food industry basing upon McKinsey’s modified matrix. An analysis of regional strategic groups being understood as concentration of similar regions regarding sector attractiveness as well as position and competitive potential what allows proposing acceptable strategic activities both for regions and enterprises localized on their area. The survey shows that in Poland only Masovian region is predestinated to realize development strategies in food industry. Great Poland region (Wielkopolska) is recommended to use selective options analysis as well as for enterprises operating on that market. In considering the supporting strategies basing upon selective growth, it is the most advantageous for Silesia region, South Silesia region and Minor Poland (Małopolska), Pomorze region. The strategy of profit maximizing and withdrawal strategy can be used in the following regions; Łódź region, Opole region, Lubuskie region, Podkarpacie region, Lublin region, Podlasie region, Świętokrzyski region, Warmia-Mazury region, Kujawsko- Pomorskie region.
Abstract
Cytowanie	Komor A. (2014) Regionalne grupy strategiczne w przemyśle spożywczym w Polsce.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 106: 85-95
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Autor	Jacek Uchman
Tytuł	Opodatkowanie dochodów a inwestycje w przedsiębiorstwie
Title	Investment tax preferences and tax principles
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Abstrakt	There are numerous factors that can influence the level of investment in fixed assets of enterprises. The tax incentives can also influence the level of investment in fixed capital. They have their advantages and disadvantages. Some of the corporate tax incentives are described in this paper. Theoretical analysis of neutrality is an essential tool applied to this research. Lack of neutrality proves that tax system awards some company activities and, therefore, it states the level of their income.
Abstract
Cytowanie	Uchman J. (2014) Opodatkowanie dochodów a inwestycje w przedsiębiorstwie.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 106: 45-56
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Autor	Aleksandra Pisarska
Tytuł	Uwarunkowania wprowadzania programów naprawczych w publicznych szkołach wyższych
Title	Determinants of implementing reorganization programmes in public universities
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Abstrakt	Universities and colleges prepare financial plans that are their budgets, and are obliged to control the costs, revenues and financial results. This study presents the determinants of preparing reorganization programmes leading to financial balance in public higher education institutions. The authors examined public universities, divided into 10 groups according to the method used by Central Statistical Office in Poland. The paper presents analysis of costs, revenues and financial results of the universities for the years 2007–2011. The analysis of basic dimensions of the universities’ activeness, with special emphasis on the educational and scientific dimension as well as associated with the development of the economic/local community, revealed the problem of too high costs or achieving too low earnings. On one hand, this is probably due to too small expenditures on higher education, on the other hand, because of ineffective use of the university resources. If there is no strict supervision over the level of costs of basic tasks carried out by universities, introducing a recovery programme may, in the future, concern most public universities. It will happen if their core activity (mainly educational) is not brought to balance between revenue and costs.
Abstract
Cytowanie	Pisarska A. (2014) Uwarunkowania wprowadzania programów naprawczych w publicznych szkołach wyższych.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 105: 83-93
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Autor	Magdalena Stefaniak, Elżbieta Szymańska
Tytuł	Znaczenie ruchu przygranicznego w rozwoju społeczno-gospodarczym gmin wschodniej Polski
Title	The importance of cross-border traffic in the socio-economic development of the eastern Polish communes
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Abstrakt	The aim of this research was to recognize the importance of cross-border movement for the development of communes located along the eastern border. The research was carried out in two communes: Terespol and Piszczac. The analysis showed that the communes are rural and they are characterized by a low degree of entrepreneurship. High unemployment contributes to the migration of people to urban centres or abroad. Border traffic is an important element of economic life in such regions. Entrepreneurs and traders use a passive trade policy in relation to consumers across the eastern border. Such policy raises concerns about the further cooperation. Socio-economic development of the communes requires institutional support for small businesses and improvement of professional skills of the unemployed. What is more, taking advantage of natural values to develop tourism and recreation offer and increasing trade and cooperation with companies from the East are equally significant.
Abstract
Cytowanie	Stefaniak M., Szymańska E. (2014) Znaczenie ruchu przygranicznego w rozwoju społeczno-gospodarczym gmin wschodniej Polski.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 105: 45-56
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Autor	Ewa Wasilewska
Tytuł	Przemiany w strukturze aktywności ekonomicznej osób w wieku 50+ w Polsce
Title	Changes in the structure of economic activity of people aged 50+ in Poland
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Abstrakt	The paper presents an analysis of changes in the structure of economic activity of the population in the older working age (50–64 years) in Poland, divided into three age groups. The study period covered the years 1993 to 2013. In addition to classical measures of structure, the synthetic measures of the intensity in structure transformation were used. They were described with the use of base value or year-over-year comparisons, an important complement to the traditional methods in this field. The study revealed little change in the structure of economic activity covered by the study in a dynamic, whereby the lowest stability was observed in the age group 55–59 years. In addition, during the period 2006–2013 an increase in the involvement of mature and older people in the labor market was observed.
Abstract
Cytowanie	Wasilewska E. (2014) Przemiany w strukturze aktywności ekonomicznej osób w wieku 50+ w Polsce.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 105: 31-44
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Pełny tekst	EIOGZ_2014_n105_s31.pdf

Autor	Barbara Wyrzykowska
Tytuł	Polski sektor spółdzielczy w latach 2001–2011
Title	Polish cooperative sector in the years 2001–2011
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Abstrakt	This paper assesses the position of the cooperative sector in Polish national economy in the years 2001–2011. The study is based mainly on publicly available information such as scientific publications and databases of the Central Statistical Office (GUS) and the National Council for Cooperative. The article used comparative analysis. The analysis showed that in recent years the share of the cooperative sector in the national economy declined. The number of cooperatives has steadily decreased, having different causes and effects depending on the industry. Financial and economic crisis has shown that cooperative banking plays an important role in the stabilization of the financial market.
Abstract
Cytowanie	Wyrzykowska B. (2014) Polski sektor spółdzielczy w latach 2001–2011.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 105: 5-16
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Pełny tekst	EIOGZ_2014_n105_s5.pdf

Autor	Małgorzata Raczkowska
Tytuł	Gender Gap – nierówności ekonomiczne w krajach europejskich ze względu na płeć
Title	Gender Gap – gender based inequalities in European countries
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Abstrakt	This study elaborates on the problem of gender-based inequality in European countries. The first part discusses main trends in defining inequalities and discrimination. The second part includes an analysis of inequality based on the wage gap index and the Global Gender Index. Obtained results confirmed the existence of social inequality based on gender in European countries. Due to differences in its levels among different European countries in 2012–2013 it was possible to isolate two groups of countries. The first group includes Iceland, Finland, Norway and Sweden, that have been able to eliminate most of gender-based inequalities in various spheres of life. The second group consists of countries that need to reduce the disparities between positions of women and men – these include Albania, Hungary and Malta.
Abstract
Cytowanie	Raczkowska M. (2014) Gender Gap – nierówności ekonomiczne w krajach europejskich ze względu na płeć.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 108: 119-132
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Pełny tekst	EIOGZ_2014_n108_s119.pdf

Autor	Joanna Florek
Tytuł	Nakłady inwestycyjne w polskim przemyśle spożywczym w latach 2000–2011
Title	Capital expenditure in the Polish food industry from 2000 to 2011
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Abstrakt	The main goal of this study was to present and assess the volume of capital expenditure in the Polish food industry from 2000 to 2011. The study was prepared on the basis of reference publications and unpublished statistics of the Central Statistical Office concerning investments and fixed assets according to the branches of the food industry. The analysis was based on measures of the dynamics of phenomena. In order to assess the investment activity a simple investment rate was used. As results from the research, capital expenditure increased in the Polish food industry from 2000 to 2011. Integration with the European Union considerably influenced the investment growth. In the period under analysis the highest mean investment rate was observed in the fishing, meat processing and dairy sectors. The investment activity was limited in 2009, which was a consequence of the world crisis.
Abstract
Cytowanie	Florek J. (2013) Nakłady inwestycyjne w polskim przemyśle spożywczym w latach 2000–2011.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 104: 29-39
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Pełny tekst	EIOGZ_2013_n104_s29.pdf

Autor	Maria Zuba
Tytuł	Zmiany działalności kredytowej banków spółdzielczych w Polsce i w Europie w latach 2007–2011
Title	Changes of the credit-activity of cooperative banks in Poland and in Europe in years 2007–2011
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Abstrakt	For purposes of the work the analysis of changes of the credit-activity of cooperative banks in Poland and in Europe in years 2007–2011 was conducted. Cooperative banks in Poland in years 2007–2011 systematically increased the range of granting of credits, similar to other countries of EU. It was noticed the decrease of share of credits granted for households and the growth of share of credits for enterprises. Banks more actively began to support the business sector, mainly the sector of SME, such as cooperative banks from other countries of Europe. These banks credited households mainly on investments, operations and commercial property (so called remaining credits). Cooperative banks by financing other subjects of the nonfinancial sector first of all helped municipal institutions. The accomplished analysis of the credit-activity of cooperative banks in Poland confirmed that a mission of these subjects was the support of local development by financing activities.
Abstract
Cytowanie	Zuba M. (2013) Zmiany działalności kredytowej banków spółdzielczych w Polsce i w Europie w latach 2007–2011.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 104: 93-105
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Autor	Małgorzata Hybka
Tytuł	Regionalna pomoc publiczna w formie dodatku inwestycyjnego dla przedsiębiorstw w Niemczech
Title	Regional state aid in the form of investment premium for enterprises in Germany
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Abstrakt	The aim of this article is to characterize the conditions of awarding and payment of investment premium for enterprises located in Eastern Germany. This form of state aid is granted to support initial investment projects in the production-related, accommodation services and manufacturing industry. The article describes enterprises entitled to investment premium, its rates and fiscal consequences. In addition it indicates selected analysis evaluating economic implications of the investment premium.
Abstract
Cytowanie	Hybka M. (2013) Regionalna pomoc publiczna w formie dodatku inwestycyjnego dla przedsiębiorstw w Niemczech.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 103: 5-15
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Autor	Agnieszka Kamińska, Anna Nowak
Tytuł	Regionalne zróżnicowanie nakładów inwestycyjnych w rolnictwie w Polsce
Title	Regional differentiation of investment input in Polish agriculture
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Abstrakt	This paper identifies and examines the regional differentiation of investment input in Polish agriculture within 2004–2011. By making cluster analysis there were selected two groups of regions with similar level of investment activity. The group with the greatest investment input includes the following regions: Pomorskie, Opolskie, Warmińsko-Mazurskie, Wielkopolskie, Zachodniopomorskie, and Lubuskie. Above mentioned investment regards input both per 1ha of rural area, per 1 farm as well as per 1 person employed in agriculture. In other 10 regions making second concentration, an investment activity was weaker what was connected with lesser average farm area, lesser market production as well as lower labor productivity.
Abstract
Cytowanie	Kamińska A., Nowak A. (2013) Regionalne zróżnicowanie nakładów inwestycyjnych w rolnictwie w Polsce.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 103: 17-27
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Autor	Marzena Ganc, Magdalena Mądra-Sawicka
Tytuł	Możliwość wykorzystania ulgi inwestycyjnej w indywidualnych gospodarstwach rolnych w sytuacji wprowadzenia podatku dochodowego
Title	The possibility of investment tax relief usage in case of income tax introduction in agriculture holdings
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Abstrakt	The article presents the aspect of investment tax relief usage in agriculture holding in case of income tax introduction. The article deals also with the fiscal tax burden in farms. The presented research was surveyed in years 2006–2009. The tax burden of farms has been characterized by two groups of analysis: average for whole population and for farms with cropland area above 50 ha. The income tax was calculated in case of revenue and expense ledger, according to two tax models: with progressive tax scale and flat tax. The fiscal burden was lower in case of progressive tax scale, because of relatively low income of farms. Farmers are not investing high values each year but income tax would gave them possibility to decrease current tax burden thanks to tax investment relief. It could be beneficial for further development in agriculture.
Abstract
Cytowanie	Ganc M., Mądra-Sawicka M. (2013) Możliwość wykorzystania ulgi inwestycyjnej w indywidualnych gospodarstwach rolnych w sytuacji wprowadzenia podatku dochodowego.Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, nr 104: 15-28
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Pełny tekst	EIOGZ_2013_n104_s15.pdf

Autor	Krzysztof Kubiak
Tytuł	Kapitał marki w sieci wymiany wartości
Title	BRAND CAPITAL IN THE VALUE EXCHANGE NETWORK
Słowa kluczowe	marka, kapitał marki, sieci wartości
Key words	brand, brand capital, value networks
Abstrakt	W obecnej gospodarce opartej na wiedzy, gospodarce sieciowej, pojawia się nowy trend funkcjonowania przedsiębiorstw – jest nim umiejętność tworzenia wartości. Jedną z takich wartości jest marka, która odgrywa istotną rolę w procesie komunikacji przedsiębiorstwa z rynkiem. Markę można porównać do najcenniejszego zasobu, jaki może posiadać przedsiębiorstwo. W artykule podjęto próbę identyfikacji czynników wpływających na zwiększenie kapitału marki, określono również zestaw wartości wynikający z jej kapitału. Metodą badawczą był wywiad ekspercki oraz metoda sieci wartości. Według przeprowadzonych badań kapitał marki jest źródłem przyszłych korzyści przedsiębiorstwa i klienta, korzyści o charakterze materialnym oraz niematerialnym.
Abstract	In the current knowledge-based economy, the network economy, there appears a new trend for enterprises - an ability to create value. Brand form one of these values that plays an important role in the process of communication between enterprises and the market. Brand can be compared to the most valuable asset that a company possesses. This paper attempts to identify factors contributing to increased brand equity, and also defines a set of values resulting from its capital. The research method was an expert interview and value networks analysis. According to the study, brand capital is a source of future benefits, both tangible and intangible, for the company and the customer.
Cytowanie	Kubiak K. (2013) Kapitał marki w sieci wymiany wartości.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 432-443
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Pełny tekst	PEFIM_2013_n59_s432.pdf

Autor	Łukasz Paluch
Tytuł	Rola władz samorządowych w kreowaniu zrównoważonego rozwoju gmin wiejskich województwa małopolskiego
Title	THE ROLE OF LOCAL AUTHORITIES IN CREATION OF SUSTAINABLE DEVELOPMENT OF RURAL COMMUNES IN THE MAŁOPOLSKA PROVINCE
Słowa kluczowe	zarządzanie rozwojem lokalnym, zrównoważony rozwój, unitaryzacja zerowana, gminy wiejskie, województwo małopolskie, władze samorządowe
Key words	management of local development, sustainable development, zero unitarization method, rural communes, Małopolska Province, local authorities
Abstrakt	Celem opracowania jest próba oceny roli władz samorządowych w kreowaniu zrównoważonego rozwoju gmin wiejskich województwa małopolskiego. Przy wyborze jednostek do badań terenowych wykorzystana została wielokryterialna metoda unitaryzacji zerowanej, a podstawowe źródło informacji stanowiły dane statystyczne za lata 2004-2010 publikowane przez Bank Danych Lokalnych oraz System Analiz Samorządowych. Przeprowadzone w 2011 roku badania z wykorzystaniem kwestionariusza wywiadu, pozwoliły na określenie kierunków działań, jakie podejmują władze badanych gmin w dążeniu do osiągnięcia zrównoważonego rozwoju.
Abstract	The aim of this elaboration is to identify the role of local authorities in creation of sustainable development of rural communes in the Małopolska Province. The choice of units was based on the multicriteria method of zero unitarization and the primary source was statistical data for the period 2004-2010 published by the Local Data Bank System Analysis and Local Government. Research based on the questionnaire interview was carried out in 2011. The analysis of information helped to identify the types of activities which local authorities used in creation of sustainable development of rural communes in the Małopolska Province
Cytowanie	Paluch Ł. (2013) Rola władz samorządowych w kreowaniu zrównoważonego rozwoju gmin wiejskich województwa małopolskiego.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 527-539
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Pełny tekst	PEFIM_2013_n59_s527.pdf

Autor	Jana Prevužňáková, Tomáš Rábek, Peter Serenčéš
Tytuł	APPLICATION OF SELECTED DEBT RATIOS ON SLOVAK AGRICULTRURE
Title
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Key words	agricultural enterprises, debt, Slovak agriculture
Abstrakt
Abstract	The company can be funded from a variety of sources such as foreign or own capital. This article will be devoted to the analysis of foreign sources of funding in the agricultural sector for selected years while specific ratios have been selected. Ratio of debt is in general a ratio of outputs of each balance sheet and profit and loss statement of a company with the regard to the items which are characterizing the actual debt. Based on it is possible to monitor and analyze the financial resources of the company. Hence it is the ratio of equity and foreign capital in the business, while this situation has of course an impact on corporate financial stability, but also on the return on equity, debt or credit. For the purposes of developing this article it has been worked with the data of Slovak agriculture companies in the chosen period of 2004- 2011. We assume that farms will use the optimal proportion of debt and equity capital.
Cytowanie	Prevužňáková J., Rábek T., Serenčéš P. (2013) APPLICATION OF SELECTED DEBT RATIOS ON SLOVAK AGRICULTRURE.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 561-568
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Pełny tekst	PEFIM_2013_n59_s561.pdf

Autor	Marek Rawski
Tytuł	CUSTOMER - TARGETED STRATEGY AS A COMPONENT OF MARKETING STRATEGY
Title
Słowa kluczowe	strategia marketingowa, strategia nakierowana na klientów
Key words
Abstrakt	Celem opracowania jest ogólna charakterystyka komponentu strategii marketingowej, określonego jako strategia nakierowana na klientów. Według Autora, strategia nakierowana na klientów składa się z dwóch poziomów: strategii stymulacji rynku i strategii podziału rynku. Oba komponenty zostaną scharakteryzowane. Właściwe rozważania zostaną poprzedzone zarysem autorskiego rozumienia pojęcia „strategia marketingowa” oraz prezentacją założeń przyjętych przez autora dla formułowania tego rozumienia. Jest to konieczne, ponieważ przyjęte rozumienie strategii marketingowej tworzy „szkielet” dla pojęcia strategia nakierowana na klientów.
Abstract	Total, customer targeted strategy comprises two solutions: marketing stimulation strategy and market segmentation strategy. Marketing stimulation strategy is an aggregate of two main instruments of influence: a broadly understood “set of benefits”, and its price consistent with the mission statement and the desired marketing image, reflecting the aspirations regarding the quality of the conducted economic activity. Two issues (market segmentation strategy) must be settled prior to implementation of the method affecting the market with quality-price benefits: enterprise potential analysis in terms of feasibility of implementation of a given marketing stimulation strategy and multi-faceted analysis of the clients on the market. Both components are characterized.
Cytowanie	Rawski M. (2013) CUSTOMER - TARGETED STRATEGY AS A COMPONENT OF MARKETING STRATEGY.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 569-579
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Pełny tekst	PEFIM_2013_n59_s569.pdf

Autor	Anna Rybak
Tytuł	Zarządzanie marką w e-przestrzeni
Title	BRAND MANAGEMENT ON THE INTERNET
Słowa kluczowe	zarządzanie marką, marka, analiza marki
Key words	brand management, brand, analysis of the brand
Abstrakt	Budowanie marki w świecie wirtualnym jest warunkiem koniecznym dla rozwoju przedsiębiorstwa. Pytaniem otwartym pozostaje tylko jak wzmocnić tożsamość marki, by stała się ona lubiana i szanowana przez interesariuszy. Marka winna definiować przedsiębiorstwo, stwarzać poczucie luksusu i wartości dla każdego klienta, pracownika czy właściciela. Powinna być energią, prowadzącą do zmian, które dostarczą nadzwyczajnych wyników. Lepsze dopasowanie się do potrzeb, upodobań i oczekiwań klientów pozwoli przedsiębiorstwu na osiągnięcie sukcesu.
Abstract	Web presence is a necessity of the brand. An open question that remains is how to strengthen the identity of the brand, to make it popular and respected by the stakeholders. Brand should define a company to create a sense of luxury and value for every customer, employee or owner. Should be energy, whose leading to changes that will provide extraordinary results. A better fit to the needs, preferences and expectations will allow the company to achieve success.
Cytowanie	Rybak A. (2013) Zarządzanie marką w e-przestrzeni.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 620-630
HTML	wersja html
Pełny tekst	PEFIM_2013_n59_s620.pdf