A. Perzyńska

The Use of Instruments of Logistics and Marketing in Transport Enterprises in Lubuskie Voivodeship

Background: The aim of the article is to verify the logistics and marketing instruments used in transport enterprises in Lubuskie voivodeship. The article pr sents the results of surveys of transport companie s. Based on these studies in transport enterprises in Lubuskie, the c urrent level of the use of logistics and marketing struments was determined. Logistics and marketing instruments wer e separated to study the needs of transport compani es in Lubuskie voivodeship. The choice of these instruments gave r ise to a study f the possibility of using them in t he implementation of business operations. From the findings it can be in ferred that they are useful for the voivodeship, an d that such a system can be implemented in the whole country. Methods: The study was conducted in the second half of 201 4 and 140 transport enterprises in Lubuskie. Based o n the research results, classifications of instruments we re d veloped using logistics and marketing division at their levels. Results: On the basis of these findings and observations, the authors have analysed the levels of identificat on instruments, logistics and marketing. On this basis , it was possible to identify the instruments used by logistics and marketing in these companies. Conclusions: Based on the study of transport companies in Lubus kie voivodeship, a selection of logistics and marke ting instruments were identified, along with a classific ation of the logistics and marketing instruments us ed. With the implementation of the above steps to classify the u sage level of logistics and marketing instruments, the ability to match these levels to data transport companies was establ ished.

Brand identity of Lubuskie Voivodeship / Silna marka wyznacznikiem rozwoju gospodarki w województwie lubuskim

Summary The aim of the article is to present how big a role a brand fulfils, which is a determinant of the development of economy in Lubuskie Voivodeship. Building a strong brand becomes a task for many years. The effects can be noticed earlier through promotion actions focused on organizing all kinds of cultural events and fixtures. A strong brand is a huge source of competitive advantage. Creating a strong brand is a catalyst of the economic development of the region. A sign, logo, is not enough for the economic development to increase. The use of innovative information technologies is necessary to distinguish the region from the other ones. The driving force is to build a strong image identifying the strength of the region values. A strong brand determines the present existence and distinction on the global market. Streszczenie Celem artykułu jest zaprezentowanie jaką wielką rolę pełni marka, która jest wyznacznikiem rozwoju gospodarki w województwie lubuskim. Budowanie silnej marki miasta jest zadaniem na wiele lat. Efekty mogą zostać zauważone prędzej poprzez działania promocyjne skupione na organizowaniu wszelkiego rodzaju imprez kulturalnych, sportowych. Silna marka to potężne źródło przewagi konkurencyjnej. Stworzenie silnej marki jest katalizatorem rozwoju gospodarczego regionu. Znak, logo to już nie wystarczy, aby rozwój gospodarczy wzrastał. Potrzebne jest wykorzystywanie innowacyjnych technologii informacyjnych w celu wyróżnienia regionu spośród innych. Motorem napędowym jest zbudowanie silnego wizerunku utożsamiającego siłę wartości regionu. Silna marka warunkuje obecnie zaistnienie i wyróżnienie się na globalnym rynku.