Dorota Dziedzic, Magdalena Jaśkowiec Istota controllingu

Dorota Dziedzic, Magdalena Jaśkowiec
Istota controllingu marketingowego w przedsiębiorstwie
The essence of the marketing controlling in the enterprise
The essence of the marketing controlling in the enterprise The issue of the article is marketing controlling for the
measurement of marketing efforts in the enterprise. Marketing controlling is an organization management system
focused on achieving results and profit. It’s implemented through planning, controlling and management. Measuring
marketing efforts and their results is key element and a part of interest of a growing number of companies.
Assessment and tools used to measure the effectiveness of marketing tools in a company is associated with systematic
and orderly measurements of the marketing strategy. For the measurements we use many marketing indicators that
are described and explained in the article.
Katarzyna Filipiak-Pilarska
Wpływ wartości niematerialnych na działalność przedsiębiorców zajmujących się pośrednictwem w obrocie i
zarządzaniem nieruchomościami w województwie małopolskim
The influence of intangible value on the enterprises located in the małopolska region, which focus on a real
estate agency and management
This paper is devoted to the influence on attractiveness of real estate agencies and its management in the ma³opolska
area, which focus on three fields of intangible value: competences, organizational culture and human capital.
Zdzis³aw Gil, Robert Syrek
Problemy zarządzania ryzykiem na szczeblu makroekonomicznym
Risk management problems on the macroeconomic level
Critical phenomena stepping out at present in Polish economy were subjected and analyzed in the following article.
Moreover the article presents the attempt of using the general theory of risk to appease and overcome negative
phenomena. One postulate the calling of the Institute of Risk Prognoses, the Central Office Monitoring the Risk and
Institute of Anti – risk Scripts. These institutions, not necessarily new, as being reformed out of the already existed
ones, are situated on the government level, they would have the constant task of observation of the phenomena of the
macroeconomic risk in Poland and in the world and current working out of anti-risk scripts. These scripts should
optimize the sketched in the article coefficient of the Generalized Level Quality Life.
Piotr Gurgul, Krzysztof Kłęk
Wybrane modele szeregów czasowych dla Spó³ek z indeksu SMI
The selected time series models applied to companies from SMI index
The aim of the paper is to prove the use of some type of GARCH models in application to 18 companies listed in SMI
which is the main index of Swiss Stock Exchange. The authors concentrate on seven extensions of the APARCH
model formulated by Ding, Engle and Granger in 1993 and other GARCH type models. The APARCH model couples
the flexibility of a varying with the asymmetry coefficient (to take the „leverage effect” into account). Based on the
AIC and RMSE criterions goodness of fitting the authors established that the most frequently the TARCH models has
been indicated as the most suitable model for returns of Swiss companies (12 cases out of 18). The next positions in
this ranking occupy EGARCH and GARCH models (in each case 3 models out of 18). These results underline
importance of taking into account the asymmetry of the distribution of returns.
Zofia Gródek
Stan wykorzystania pomocy publicznej przez firmy w roku 2006
State of using the state aid by companies in 2006
Article presents both principles of granting public help as well as particular categories of regional subsidies in years
2004–2006. Presents rules that must be obeyed when granting public aid in year 2006. It presents obstacles of
grants (the maximum intensity of help) for big companies, bonuses for small and medium enterprises and the
principles of monitoring big investment projects. Show the conditions of granting aid are presented for both newly
established small enterprises and the principles of reducing intensity of help for regions under rule 87, par.3 lit.a.
Krzysztof Kocurek
Koncepcje współczesnej ekonomii – analiza porównawcza. Zarys problematyki
Conceptions of contemporary economics – comparative analysis. Issue outline
In the article, the author describes conceptions of contemporary economics and presents its main theories in the 20th
century. It is said that development of the economics is determined by many various factors. One the one hand, it
possesses internal logic of development, while one the other is bound by influences of achievements and tendencies
arising in different fields of sciences. It is true that there is reason-result relation between Smith and Ricardo,
Keynes and Friedman, Friedman and Lucas. The second half of the 20th century is an act of the economic scientific
community’s interests taking place in the condition of a lack of the competition. Then it is claimed that in economic
researches imitation best serves prestige of mathematics as a scientific model. In the end of 20th century in
connection with turbulent economic and political changes taking place in the world signs of bigger openness of
economical theories on other conceptions however appeared. Economists that did not fulfill requirements put
forward by formalism’s followers and perceived economic processes with wider historical, cultural and political
perspective were noticed. It makes easier to explain reasons why market gives so different effects.
Jadwiga Mazur
Komunikacja ze społeczeństwem. Przypadek policji
Communication with the society at Police. Introduction into issues
Organizations which they have written down into one’s action public safety they should in their strategy care about
their surroundings, for relations with surroundings, because in this area building the image of the organization and
her reputation, also a relation with the society influencing the ultimate shape of these organizations in area public
safety. Studying this area we should pay attention to issues associated with PR, with marketing and the analysis of
the information from media, which they have influence on shaping the image of organizations dealing with the public
safety and social postures.
Roland Mestel
Von der US-Immobilienkrise zur globalen Finanzkrise
Przyczyny i konsekwencje światowego kryzysu finansowego
Sytuacja na międzynarodowych rynkach finansowych doprowadziła do fali wielomiliardowych pakietów
pomocowych, jakich na próŜno szukać w historii. ChociaŜ¿ najpierw wydawało się, Ŝe kryzys dotyczy tylko finansów,
to w międzyczasie objął on takŜe realną gospodarkę i spowodował światową recesję. Jako przyczynę tego kryzysu
widzi się często pęknięcie bańki spekulacyjnej na amerykańskim rynku nieruchomości. Powstaje jednak pytanie jak
nie podlegający globalizacji amerykański rynek nieruchomości mógł popchnąć system finansowy na skraj przepaści.
Konieczne jest w tym kontekście zrozumienie głębszych, strukturalnych przyczyn kryzysu, począwszy od roli banków
narodowych i agencji ratingowych po problem tzw. ABS, MBS lub CDO, aby rozumieć przedsięwzięcia mające na
celu pokonanie kryzysu i ocenę szans skuteczności tych działań.
Marek Rawski
Wykorzystanie segmentacji rynku przez przedsiębiorstwa usługowe (wyniki badań)
A survey of the use of segmentation in the business activities of service companies
Market segmentation is well known and used as a marketing tool in service enterprises (60% of them). Statistically,
more often segmentation is used by service companies operating on growing markets, national markets, where the
competition is slight and market changes are considered as important and fast or unimportant and slow.
Segmentation is used more often by large companies, with foreign capital, the ones that evaluate their financial
condition as average or poor, having significant market position.
Małgorzata Wypych-Dobkowska
Organizacyjne funkcje plotki i pogłoski
Organizational functions of gossip and rumor
There is pervasive need to explain and differentiate the phenomena of gossiping and rumor mongering in
organizations. There are actually many misunderstandings concerning gossip and rumor. The mail goal of this
article is to introduce to polish readers differences between gossip and rumors’ organizational character and
describe functions that stand behind gossip and emotional and cognitive reasons that lead to rumor mongering in
context of organization.
Agnieszka śak
Produkt w globalnej działalności przedsiębiorstw
The product in global activities of enterprises
The globalization is the cause of new challenges and problems in many organizations. The enterprises, which
operate on global markets, have to make decisions about standardization versus adaptation of their offers. The
article touches on problems of global products and brands describing the main strategies of products in
international activities of firms.