Judyta Kabus

Analyzing the strategies used in media discourse management

Digital economy is based on digital revolution and information management that gave rise to the new media image in the era of globalization. Media and media discourse management is a completely new concept for establishing innovative relations between manufacturer and consumer. The subject of interest of the present article is the analysis of the existing strategies in media discourse management. The introduction concerns the etymological meanings of the notion of discourse and its application. The main objective of the study is to reveal the capacity of media discourse management in expanding the consumers’ cognitive resources and maintaining stable information links in everyday life. The author aims at generalizing the main problems related to the scope and subject of media and media discourse management. Linguistic genetics and media management were applied as key methods in the study of Polish, German and English media resources.

Determinants of Enterprises' Innovativeness in the Light of Empirical Studies - Case Studies of Austria and Poland

Currently, innovativeness is a key to the success of every enterprise. 7 It is an important element of a companys organisational culture and should be 8 included in long and short-term plans of actions. Both a company and the entire 9 economy must develop innovative marketing solutions, offer products and 10 services perceived as modern, and change the organisation and the occurring 11 processes to reduce unnecessary costs and become more competitive. Innovative 12 activities require a very consistent and long-term strategy as well as financial 13 outlays, and they take time. The aim of this paper is to show the importance of 14 innovativeness in the functioning of companies. The authors attempt to compare 15 the specificity of the implementation of innovation policies in Poland and Austria. 16 Special attention was given to the discussion on innovativeness of Polish and 17 Austrian enterprises. 18

Management of tourist product

Promotion and operations conducted alongside it, aiming at giving a business or product class and prestige, have accompanied economy for ages. After transition from statist economic policy to free market policy, its influence has also become visible in Poland. It has given a whole new dimension to promoted products. On the other hand, proper functioning of tourism aided by various economic instruments is possible only when the essence of the issue of tourism as a social and economic phenomenon is correctly understood. If by this term we mean management of tourist traffic, benefits and sales of tourism goods aided by, i.e. promotion (the most important marketing tool), we will understand the economic benefits. This paper is an attempt to analyze the process of management of tourist product promotion. There have been presented tools used in promotion which includes brand and advertisement, among others. There has also been analyzed the essence of promotion in tourism.