Buscar recursos académicos

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

In this article, we examine the role of financial assets as a key instrument for improving enterprise management efficiency, with a particular focus on marketing activities under the conditions of globalization, digital ...

In the context of globalization, digital transformation, and information transparency, corporate reputation represents a strategic resource and a key factor in shaping a company's long-term competitive advantages. It has...

In this article, we analyse the skills and competencies of young Polish adults in the context of a rapidly changing labour market. The research focuses on understanding how young adults, faced with technological progress...