Publishing Market Research Articles

FACTORS THAT INFLUENCE PUBLIC MARKETING: ISOLATION AND ANALYSIS

In the world the study and application of public marketing in the government began to be addressed in the late 1990s. And only in the early 2000s, books on public marketing began to be published. Taking into account the positive experience of using public marketing tools by developed countries, there is a need for a thorough study of public marketing in countries that have not yet achieved high economic development. For example, in those countries until recently, there were no scientific works on the topic of identifying, researching and analyzing factors that influence the implementation of public marketing. In Ukraine only in 2021 O. Ugodnikova published scientific article on this topic. So, the study of public marketing itself is a fairly new phenomenon, particularly in Ukraine. The aim of this paper is to determine the factors affecting the successful use of public marketing and to conduct a cluster analysis of countries by the level of success in the use of public marketing. The following methods were applied in this paper: analysis, comparison, classification and generalization approaches.

Strategi Manajemen Pemasaran Dalam Era Digital Pada Masa Sekarang

People frequently utilize the internet in different kinds of settings, such as for work, school, and shopping (also known as online). Investors and other people are not deterred from moving forward by the present. We can utilize or grow organizations that have declined due to an epidemic thanks to the internet. Recent technological developments have indicated a global transformation. Advertising control in the modern digital age does not mean changing physical stores or turning regular stores into online stores. In a higher first-class, crook control flow marketing facilitates. In this day of technology and data, it is crucial to understand how far we have come in achieving the targets set for us. Today, knowledge is a capital in the advancement of technological know-how and a tool for building a nation in the era of globalization in the field of advertising management. Digital media is a tool for developing their operations, particularly in the sphere of advertising, but there is now still a lack of public awareness or marketers in marketing management.
 Keywords : Marketing, Management, Digital, Field

Strategi Manajemen Pemasaran Dalam Era Digital Pada Masa Sekarang

People frequently utilize the internet in different kinds of settings, such as for work, school, and shopping (also known as online). Investors and other people are not deterred from moving forward by the present. We can utilize or grow organizations that have declined due to an epidemic thanks to the internet. Recent technological developments have indicated a global transformation. Advertising control in the modern digital age does not mean changing physical stores or turning regular stores into online stores. In a higher first-class, crook control flow marketing facilitates. In this day of technology and data, it is crucial to understand how far we have come in achieving the targets set for us. Today, knowledge is a capital in the advancement of technological know-how and a tool for building a nation in the era of globalization in the field of advertising management. Digital media is a tool for developing their operations, particularly in the sphere of advertising, but there is now still a lack of public awareness or marketers in marketing management.
 Keywords : Marketing, Management, Digital, Field

Assessing Digital Transformation Acceptance in Public Organizations’ Marketing

Digital transformation has a substantial impact on the activities of public organizations. The way public organizations conduct marketing has also changed due to digital transformation. This paper evaluates how digital transformation influences public organizations’ marketing activities in their employees’ perception and examines the changes triggered by digital technology in public marketing. The research results are based on the literature review empirical studies based on a survey conducted among 425 employees of public organizations in Romania in the marketing field. Using the technology acceptance model and structural equation modeling to analyze and interpret the data, the paper demonstrates that digital technologies have a substantial impact on marketing, in the perception of technology users, in helping to build relationships with the public, and in increasing citizens’ trust in public organizations. Digital technologies, by their significant characteristics (innovativeness, social influence, accessibility, and rapidity), have a significant impact on all public marketing activities. However, they are substantially transforming quantitative marketing research activities due to the digitization of financial accounting and managerial information systems, as well as interactive and transparent communication and public relations activities. Public organization managers must explain the benefits of digital marketing to employees from the internal branding perspective as well as the effectiveness of public marketing activities.

Alma mat(t)er(s): Determinants of early career success in economics.

We study 6000 author-publication observations to investigate predictors of early career success in six fields of economics. Concentrating on top researchers enables us to control for the effects of ability and effort, and focusing on the start of their careers minimizes distortions from reputation feedback. Our results reveal that the most important predictor for early career success is the ranking of an author's PhD granting institution, followed by his first placement. Our insights suggest that a counterfactual decrease in the Alma mater of a high ability author, who graduated from a top 10 university, by as little as 10 to 20 ranks, reduces his probability of getting a top 5 publication significantly by 13 percentage points. Lowering the ranking of his Alma mater by another 80 ranks decreases his chances of getting a top publication by a factor of three. Our findings suggest that the economics publication market values Alma mater signals, discounting newcomers graduating from- or working at lower ranked departments.

La palabra del editor en las revistas literarias porteñas: de Babel (1988-1991) a La Gandhi argentina (1997-1998)

The objective is to analyze the interventions of editors in the Argentine cultural press in relation to the changes in the publishing market at the end of the twentieth century. Between 1988 and 1998, editors wrote in literary magazines in regular sections for the same target audience of the books they launched into the market. Unlike earlier publications, when editors wrote for their peers, in the late 1980s editors became visible to the public. The editors' publications in Babel magazine and the interviews in La Gandhi Argentina were read from the perspective of history and cultural sociology. The editors in the act of taking the floor situated their practice in comparison with the recent past and marked the tension between the different economic logics of cultural goods. The figure of the editor appeared in the press as he lost space in editorial management and decisions were taken by the commercial and marketing area. In a country without publishing archives or national bibliography, the writings and interviews with publishers serve to reconstruct fragments of their work and the absent catalog, at least until the implementation of the ISBN.

Marketing research in the context of trust in the public sector: A case of the digital environment

Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services. AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.

Contested concepts in a predominantly anglophone publication market

ABSTRACT Critical readers of the book “Contested concepts” have pointed out the choice of concepts that are being treated is debatable. It has also been said that the book suffers from “European parochialism”. However, it could be argued that a more valid criticism would be that we should have focussed more on the effects of language, linguistically embedded discourses and the difference of perspective of scholars living in “sending” countries of migration flows rather than focus on the point of view of scholars working in “destination countries”.

Żydzi wschodniej Polski

The subject of the Holocaust and the extermination of Polish Jews is still a current topic. For many years, research has been carried out to save not only this difficult time in the history of the world from oblivion, but also to restore the memory of individual people who created and influenced the development of the local community and culture. The review recalls one of the most forgotten people, who co-created the local community and had a real impact on its broadly understood development. This topic is also important due to the identity of a given region and its impact on artists concentrated in large cities in Poland at that time. Publications referring to forgotten characters are necessary and are still missing on the Polish publishing market.

Public marketing to face wicked problems: theoretical essay for conceptual model construction

This study aims to raise evidence of how the domain of public marketing can be a wicked problem instrument to deal with. The evolution of public administration, from bureaucratic to New Public Governance, demonstrated a growing need for interaction between the State and society, which would not be possible without using marketing techniques applied to the public sector in order to communicate with the citizens and other stakeholders, despite the fear of using marketing strategies for public purposes. A literature review realized on wicked problems in political science and how marketing fields have adopted the concept for public marketing purposes. This research was deepened by designing a proposal for a conceptual model involving public marketing and the wicked problem. The essay enabled the development of a State action model, which involves three stages: analysis of the environment, communication with stakeholders and formulation of public policies. When this entire process takes place efficiently, it benefits the construction of public branding. The paper strives to analyze how the State can be the protagonist in facing wicked problems in society through the performance of public policies.

Francisco de Paula Brito: A Black Publisher in Imperial Brazil

Francisco de Paula Brito: A Black Publisher in Imperial Brazil

Marketing public relations {MPR)

This article addresses the Marketing Public Relations (MPR) concept, whose emergencecan partly be ascribed to the continuous debate regarding the respective boundariesof both the fields of public relations and marketing. The article first explains thenature of the debate and then explores the emergence and some theory of MPR. It alsoargues the position of MPR in the organisation and finally contemplates its future.This article in particular debates the current apprehension that MPR is merely productpublicity or mostly adds credibility to an organisation's product advertising efforts. Itargues that MPR can achieve much more in the organisation than scholars and theoristscurrently address, especially with regard to the establishment of long-term customerrelationships and trust.

The latest children’s literature in the context of developing ecological awareness

Treating the problem of climate security as particularly important in the education of children, in the article I present an analysis and interpretation of seventy books that appeared in the last decade of the 21st century on the Polish publishing market. In my opinion, these books can be described as particularly sensitive to the ecological condition of the contemporary world and humanity. Following the ideas of ecological humanities and numerous narratives about the Anthropocene, I divided the analysed books into seven thematic groups. As a result, I propose my own “Ekobiblioteczka” [en. “Ecolibrary”], which should be of interest to librarians in the first place. I consider it particularly helpful for parents, teachers, guardians and educators in the difficult and complex process of supporting the shaping of ecological awareness in younger school-age children. I pay attention to the value of the books indicated therein in terms of the child’s relationship with the natural environment. The above project is aimed at preparing future generations for conscious, creative and active participation in activities aimed at stopping the destruction of the natural environment, facilitating the transmission of the content of selected literary proposals for family and school education.

Determinants of Suboptimal Use of Digital Marketing at X Hospital

During the Covid-19 pandemic era, digital-based hospital activities were chosen as an alternative solution to support the physical distancing policy. Digital marketing is a digital-based marketing activity to reach customers widely. This study aimed to determine the determinants of suboptimal digital marketing in X Hospital. This research was conducted using a qualitative descriptive method. Data were collected using observation, document review, and Focus Group Discussion (FGD). FGD respondents determined were six respondents consisting of the Head of General and Administrative Division, Head of Finance, two Public Relations and Marketing Staff, Hospital Management Information System (SIMRS) staff, and Patient Registration Coordinator. The root of the problem is presented in the fishbone diagram and followed by the 5-Whys method. The priority of the root of the problem found was that the PR and marketing unit staff of X Hospital had not optimally used the features on social media for marketing activities. The alternative solution was chosen using a scoring method on Capability, Accessibility, Readiness, and Leverage (CARL), which was optimizing the Instagram business feature as the main social media for X Hospital in the digital marketing activities.

Can images and textual information lead to meat avoidance? The mediating role of cognitive dissonance

The central research objective of this paper is to investigate cognitive dissonance as a mechanism to explain the effect of information provision on meat avoidance. As communication medium, we investigate the effect of images and textual information. We introduce a cognitive dissonance measure in an experimental online study with a between-subjects design (n = 379). Participants were regular meat-eaters and they received either textual information about the meat-health relationship, an animal-meat image, a combination of both, or a control stimulus. Our results show that images and textual information are effective at triggering dissonance in meat-eaters and that cognitive dissonance mediates the relationship between information provision and meat avoidance. Contrary to previous research, we found no support for a direct effect of images and textual information on meat avoidance. Our study shows potential avenues to reduce meat consumption of regular meat-eaters, which contributes to improving consumers’ health and can reduce the negative impact of current meat production levels on animal welfare and environmental sustainability. When creating public information campaigns, policy makers and marketers should design information to trigger cognitive dissonance in consumers, because that is needed to yield an effect on meat avoidance.

Research on Mutual Promotion and Win-win Mode of Public Welfare Activities and Brand Marketing of Automobile Enterprises

At this stage, China's market economy has entered an era of marketing success, with various marketing methods and models emerging in endlessly. No matter what kind of marketing means or model is adopted, the ultimate goal is the same - to obtain the maximum profit at the minimum cost. In today's market operation environment with unprecedented fierce competition, enterprises can not only coordinate the relationship with the government and society but also effectively enhance the competitiveness of enterprises by implementing public welfare marketing and combining public welfare with enterprise strategy.

Buddyzm dla młodego czytelnika. O kilku realizacjach w języku polskim

The article presents contemporary examples of Polish literature for young readers which are thematically related to Buddhism. Among this type of publications, three groups can be distinguished: books with collections of Buddhist fairy tales, a socio-moral novel, and a comic book. The novel Zenek i mrówki [Zenek and the Ants] by Andrzej Grabowski is particularly interesting. Here, Buddhism is presented in a very original way, with understanding of the needs of the Polish reader and with a sensitivity in presenting information about Buddhism. On the contemporary Polish publishing market, literature for young readers concerning non-Christian religions is rare, but the development of Buddhism in Europe means that one can expect further development of local Buddhist literature.

Combining the COM-B Model and Habit Theory to Leverage Understanding of Adolescents’ Tooth-Brushing Behavior

ABSTRACT Although brushing teeth twice a day is not difficult, a surprisingly large proportion of adolescents do not behave accordingly. This paper brings together the COM-B model and the habit formation theory in order to create a basis for a more comprehensive, customer-oriented, theory-based understanding of the issue. A total of nine focus group interviews were conducted among adolescents to further understand underlying aspects and develop solutions. In findings, barriers related to adolescents tooth brushing behavior were identified in all areas of COM-B model. Especially the role of automatic motivation was highlighted as in mornings tooth brushing seemed not to have a stable place in daily routines. To further understand this issue and develop suitable solutions, habit formation theory together with identified enablers provided effective starting point. This also demonstrated how these two theories can complement each other. The study provides actionable insights for public sector marketers to understand and assists adolescents’ tooth-brushing behavior.

Selected determinants of readiness to change among offenders who underwent electronic monitoring

Introduction. In Poland, persons found to have committed a crime may serve their sentence in the electronic supervision system (ESS). Therefore, publications in this field appear on the publishing market, most often are in the mainstream of legal considerations. However, there is a lack of research reports involving people who can share their experiences of serving a sentence in this way. The aim of the research is to indicate selected conditions of readiness to change in prisoners who have been subject to ESS in the past. Materials and methods. The study was conducted in 2019 in 8 penitentiary units among 229 inmates. The diagnostic survey method and two research tools were used: the Readiness to Change Questionnaire and the Resilience Measurement Scale. In order to answer the formulated research problems, the following were used: descriptive statistics, r-Pearson correlation, Student's t-test and regression. Results. People participating in the study obtained a result indicating their high readiness to change and moderate resilience. Persons who have never served their sentence in ESS rated their ingenuity higher than inmates who have had personal experience with it. In the group of prisoners who were in ESS in the past, it was found that the longer they were subject to ESS, the lower their readiness to change was. Moreover, the more inmates who have not experienced the effects of ESS tolerate their failures, the more readily they are to change. The older they are, the less they are ready to change. Implications. In practice, it is worth conducting more studies with the participation of people who were subject to electronic supervision in order to identify predictors of their readiness to change. Ultimately, it is about indicating as many factors as possible conditioning the process of social readaptation of inmates, which should be taken into account at the level of ESS adjudication, striving to increase the effectiveness of serving a sentence in it.

Lexicon of Media Terms as an Attempt to Synthesize the Knowledge about the Mediasphere of the 21st Century from the Polish Perspective

The article presents the idea of a new “Lexicon of Media Terms” in Poland, showing important reasons for undertaking such a project. The preparation of the “Lexicon” is prompted, on the one hand, by the dynamic development of Polish and global media studies in the 21st century (its institutionalization in many research centers and universities, the development of professional and scientific periodicals, etc.), and on the other hand by the certain gap in Polish publishing market (the last publications of this type were created in the middle of the first decade of this century), and thus at a different stage of development of the mediosphere. Being aware of the availability of multi-volume international publications and online encyclopedias on the publishing market, the authors recognize that the aim of the project is not only to provide a processual and interdisciplinary account of contemporary changes in the mediosphere, but above all – from the Polish perspective, to popularize and highlight the achievements of Polish scholars – media researchers and representatives of related disciplines. “Lexicon” will differ from the previous publications in terms of form – it will include a much larger number of entries (about 3000) and content, entering areas that are new in terms of technology (resulting in an exponential growth of entries related to Internet media and in general – digital media), also covering new phenomena, new research areas and results of achievements of numerous circles of media scholars.