https://amme.sggw.edu.pl/ <p>Annals of Marketing Management &amp; Economics (AMME) jest recenzowanym czasopismem naukowym.</p> <p>Annals of Marketing Management &amp; Economics funkcjonowało w latach 2015-2019. Od 1 stycznia 2020 r. publikacja artykułów zostaje czasowo zawieszona.</p> <p>Zapraszamy do przeczytania archiwalnych numerów i artykułów.</p> Szkoła Główna Gospodarstwa Wiejskiego w Warszawie en-US Annals of Marketing Management & Economics 2449-7479 https://amme.sggw.edu.pl/article/view/9903 The study deals with a new phenomenon, which is social media, which radically changed communication, image creation as well as company promotions. The study discusses the evolution of social media and focuses on such media as blogs, social networking sites and microblogs. The significance of the social media in using them by both Polish and foreign companies was presented. the use of social media by companies and corporations significantly affects their position and competitiveness on the market. The huge range of tools available through social media allows the entrepreneurs to achieve numerous goals. They are both an effective and innovative communication tools that can visibly increase the sales of offered products by the opportunity to engage customers in co-creating the company’s offer. It is also worth noting that companies usually use different social media at the same time, which allows mutual promotion, e.g. by placing links referring Internet users to the company’s website. Ewa Bąk-Filipek Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 5 18 10.22630/AMME.2019.5.1-2.1 https://amme.sggw.edu.pl/article/view/9904 In this study, logistics outsourcing practices in fresh vegetables and fruits sector are discussed with the customer firm perspective. The benefits of the companies from the logistics outsourcing process, the problems they face in the process management and the expectations and evaluations for the process are tried to be put forward with an exploratory approach. The required data were collected through surveys carried out with companies operating in the fresh vegetable and fruits sector. The Analytical Hierarchy Process (AHP) method has also been used to determine the criteria that are effective in selecting the service provider company, which is considered to be directly effective on the success of the outsourcing process. The research findings show that the most important obstacles to maximizing the benefits of the companies from the process are the lack of a planned structure for logistics outsourcing and the traditional management understanding of the company managers. This situation makes the logistics outsourcing process of the companies in the sector not an effective competitive strategy but rather an alternative to deal with cyclical fluctuations. For all these reasons, the expectations of the companies for the process are not fully met and the benefits from the process are realized at more limited levels. Saliha Çelik Harun Uçak Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 19 35 10.22630/AMME.2019.5.1-2.2 https://amme.sggw.edu.pl/article/view/9905 This study has objective to explore the effectiveness and possibilities of digital marketing in Baltics States by analyzing selected cases of three Baltic countries – Lithuania, Latvia, Estonia. Conducted literature review presents the definition of digital marketing, main differences of traditional and digital marketing and the situation of this area in Baltic countries. For case analysis there had been selected Lithuanian, Latvian and Estonian digital marketing firms publicly available employment data that was analyzed in the context of publicly available revenue data. Based on empirical employment data, regression analysis was done in order to establish determination coefficient and non-parametric correlation coefficients. In Lithuanian digital marketing firms there is no correlation between revenue and number of employees, in Latvian and Estonian firms the correlation is extremely strong and for digital marketing firms effectiveness and possibilities can be reached by increasing the number of employees. Gintarė Gulevičiūtė Margarita Išoraitė Muhammad Sohail Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 37 45 10.22630/AMME.2019.5.1-2.3 https://amme.sggw.edu.pl/article/view/9906 Donations play an important role in ensuring the university development and quality of work. Based on the existing analysis of theories for fundraising, the researcher advances and evaluates three hypotheses: Successful fundraising strategies must be based on the study of the external and internal environment and the interaction quality thereof; The portfolio of universities’ needs must be structured, and complemented by university success stories and descriptions of the use of existing support; Existing donors must feel permanent but unobtrusive communication of appreciation from university leadership and management. All three hypotheses are confirmed. Laila Kundziňa Baiba Rivža Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 47 54 10.22630/AMME.2019.5.1-2.4 https://amme.sggw.edu.pl/article/view/9907 The current state of decentralization reform implementation in Ukraine has been highlighted. The necessary assurance of the decentralization process based on the principles of administrative and financial decentralization has been identified. The key aspects of the reform are the creation of conditions for socioeconomic development of the administrative- -territorial structure of the state. The main ways of development of territorial communities, their economic and financial status strengthening have been determined on the basis of the conducted research. The complex of tasks which are dependent on territorial community capacity functioning has been analyzed. It has been established that the efficiency of forming and utilizing the financial and economic potential of a territorial community is a prerequisite for ensuring its capacity. Conclusions have been made on the necessity of further implementation of decentralization in Ukraine in order to ensure the strengthening of the institutional and resource capacity of territorial communities, and to introduce strategic planning for their development. Anastasiia Movchaniuk Іvanna Chukina Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 55 66 10.22630/AMME.2019.5.1-2.5 https://amme.sggw.edu.pl/article/view/9908 The paper develops certain theoretical and methodological foundations of the research of intergenerational private transfers. In particular, it provides extended and more complex classification of transfers, dividing transfers into instrumental and socio-humanitarian and outlining the content details for each group. Moreover, not only positive (e.g. money, material assets), but also negative transfers (e.g. debts) that can be transmitted from one generation to the other are suggested to be taken into account. The author has developed the scheme of possible impact of material and instrumental transfers on the acceptors, their situation and migration activities, which shows the ambiguity of such links. Conducting of representative sociological surveys will contribute to more distinct establishment of dominating impact of intergenerational private transfers on migration activity of population. Olha Ryndzak Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 67 77 10.22630/AMME.2019.5.1-2.6 https://amme.sggw.edu.pl/article/view/9909 The consumer satisfaction is under perspicacious examination, where the basic models will be presented in connection with consumer satisfaction. The study will also touch on the satisfaction models in the place marketing. One important target group of the place marketing is the local residents, and it is becoming more and more important to maintain them, and gain new potential residents. In case satisfaction emerges in the residents, we can maintain them locally, creating a loyal consumer group. Reputation or having personal experiences towards local events or tuition institutions could be extremely important for potential local residents, which may further build the positive image towards the settlement. These expectations and obtained values will also be compared by the consumer, ultimately making him/her satisfied or dissatisfied. The measurement criteria of these models will be assessed, which will be used to summarize all examined models in a table accordingly. Ágnes Treutz Copyright (c) 2019 SGGW https://creativecommons.org/licenses/by/4.0 2019-12-17 2019-12-17 5 1-2 79 90 10.22630/AMME.2019.5.1-2.7