The importance and necessity of marketing communication management in local government in the Slovak Republic

The main research objective of the study presented in this article was to analyse the scope and main forms of management of marketing activities in the local government in the Slovak Republic. The study has found that the management of marketing activities is still not usual in the local government in the Slovak Republic. Marketing is coordinated rather in cities than in villages, but there are still some cities that do not consider marketing to be important at all. Marketing activities at the office are mostly carried out by one employee while only a few cities or villages can afford to have more staff to carry out them. The main reason why cities and villages do not carry out marketing activities is the lack of financial resources or the need to deal with more serious problems. In conclusion, the author emphasizes the need to discuss the objectives and tasks of local marketing.Głównym celem badań prezentowanych w tym artykule była analiza zakresu i najważniejszych form zarządzania działaniami marketingowymi w samorządzie lokalnym Republiki Słowackiej. Badania wykazały, że zarządzanie działaniami marketingowymi jest wciąż raczej rzadkością w samorządzie lokalnym Republiki Słowackiej. Marketing jest koordynowany raczej w samorządzie miejskim, niż wiejskim, jednak wciąż są miasta, które nie przywiązują jakiejkolwiek wagi do działań marketingowych. Działania marketingowe w urzędach samorządowych są najczęściej realizowane przez jednego pracownika, a tylko nieliczne miasta i wsie mogą sobie pozwolić na zaangażowanie większej liczby personelu w tym zakresie. Głównym powodem, dla którego miasta i wsie nie realizują działań marketingowych jest brak środków finansowych lub konieczność radzenia sobie z poważniejszymi problemami. W konkluzjach autor podkreśla potrzebę dyskusji na temat celów i zadań marketingu lokalnego

Analysis of the development terms of the radio market in The Slovak Republic

International audienceThe radio market in the Slovak Republic is characterized by the introduction of a dual system that brings the market environment of supply and demand after the change of social conditions after 1989. Since the main source of funding for commercial radio stations and partial revenues of public radio stations is revenue from the sale of advertising space, their main objective is to maximize their share of the results achieved (the number of listeners and the total market share) from advertising within the ad. The main objective of the presented research study is to analyze the development trends of selected Slovak broadcasters in the monitored period 2011-2015, focusing on the analysis of the listening volume and the amount of financial resources spent on advertising for selected Slovak radios in the Slovak Republic

Information technology for intellectual analysis of item descriptions in e-commerce

E-commerce is experiencing a robust surge, propelled by the worldwide digital transformation and the mutual advantages accrued by both consumers and merchants. The integration of information technologies has markedly augmented the efficacy of digital enterprise, ushering in novel prospects and shaping innovative business paradigms. Nonetheless, adopting information technology is concomitant with risks, notably concerning safeguarding personal data. This substantiates the significance of research within the domain of artificial intelligence for e-commerce, with particular emphasis on the realm of recommender systems. This paper is dedicated to the discourse surrounding the construction of information technology tailored for processing textual descriptions pertaining to commodities within the e-commerce landscape. Through a qualitative analysis, we elucidate factors that mitigate the risks inherent in unauthorized data access. The cardinal insight discerned is that the apt utilization of product matching technologies empowers the formulation of recommendations devoid of entailing customers' personal data or vendors' proprietary information. A meticulously devised structural model of this information technology is proffered, delineating the principal functional components essential for processing textual data found within electronic trading platforms. Central to our exposition is the exploration of the product comparison predicated on textual depictions. The resolution of this challenge stands to enhance the efficiency of product searches and facilitate product juxtaposition and categorization. The prospective implementation of the propounded information technology, either in its entirety or through its constituent elements, augurs well for sellers, enabling them to improve a pricing strategy and heightened responsiveness to market sales trends. Concurrently, it streamlines the procurement journey for buyers by expediting the identification of requisite goods within the intricate milieu of e-commerce platforms

Entrepreneurship ecosystem facets: the European migrant crisis and public opinion in Slovakia

International audienceThe research study offers an analysis of the current Slovak public opinion on the issue of migration in the context of the current refugee crisis, while also offering prevailing opinions, attitudes, preferences and values of the Slovaks to the possible arrival of asylum seekers in Slovakia. The study also provides the Slovak citizens' opinions on possible solutions to the refugee crisis. From realized analysis public opinion of the citizens has emerged with serious stance on the issue of migration. It should be noted that a similar approach is also seen in other countries of the Visegrad Group. We think that improving public opinion on citizens' attitudes regarding migration would demand the politicians an educating campaign not only in Slovakia but across the whole European Union. The European Commission may need to promote multicultural education

The importance and necessity of marketing communication management in local government in the Slovak Republic

The main research objective of the study presented in this article was to analyse the scope and main forms of management of marketing activities in the local government in the Slovak Republic. The study has found that the management of marketing activities is still not usual in the local government in the Slovak Republic. Marketing is coordinated rather in cities than in villages, but there are still some cities that do not consider marketing to be important at all. Marketing activities at the office are mostly carried out by one employee while only a few cities or villages can afford to have more staff to carry out them. The main reason why cities and villages do not carry out marketing activities is the lack of financial resources or the need to deal with more serious problems. In conclusion, the author emphasizes the need to discuss the objectives and tasks of local marketing.Głównym celem badań prezentowanych w tym artykule była analiza zakresu i najważniejszych form zarządzania działaniami marketingowymi w samorządzie lokalnym Republiki Słowackiej. Badania wykazały, że zarządzanie działaniami marketingowymi jest wciąż raczej rzadkością w samorządzie lokalnym Republiki Słowackiej. Marketing jest koordynowany raczej w samorządzie miejskim, niż wiejskim, jednak wciąż są miasta, które nie przywiązują jakiejkolwiek wagi do działań marketingowych. Działania marketingowe w urzędach samorządowych są najczęściej realizowane przez jednego pracownika, a tylko nieliczne miasta i wsie mogą sobie pozwolić na zaangażowanie większej liczby personelu w tym zakresie. Głównym powodem, dla którego miasta i wsie nie realizują działań marketingowych jest brak środków finansowych lub konieczność radzenia sobie z poważniejszymi problemami. W konkluzjach autor podkreśla potrzebę dyskusji na temat celów i zadań marketingu lokalnego

Economic trends of business actors on daily newspaper market: case of the Slovak Republic

International audienceSince 1989, daily press in Slovakia has been characterised by dynamic development, reflected, besides others, in a number of systemic changes, ownership relationships, typology, contents, circulations, readership, prices, advertising volumes or the number of dailies. Over the last years, the development of daily newspapers has been affected not only by legislation and economic impact (business environment, effects of the financial crisis, purchasing power of population, etc.) but also revolution in social habits of people resulting from the development of information and communications technology. The main objective of the research study is to analyse trends on the Slovak daily newspaper market between 2000 and 2014, focusing on analysing the development of the number of national dailies, their average price and advertising volume as independent variables and their overall single average circulation as a dependent variable and finding relationships between selected variables

Innovation of Methodical Sheets for Teachers of Civics from the Need of Prevention of Extremism Manifestation and Education Towards Democratic Society Point of View

The Department of Political Science of the Alexander Dubček University in Trenčin during 2018 - 2020 aims to solve the project of the Cultural and Educational Grant Agency of the Ministry of Education, Science, Research and Sports of the Slovak Republic (known as KEGA project). The KEGA Project The Innovation of Methodical Sheets for Teachers of Civics from the need of Prevention of Extremism and Education for Democratic Citizenship is focused on the analysis of the phenomenon of extremism and the other forms of intolerance towards other members of society in terms of several social sciences (political science, international relations, history, sociology, massmedia studies) with the intention to innovate methodical sheets for civics education teachers. In the final phase of project a synthesis of these views will take place to make curriculums easier to use for teachers within civic education courses and at the same time, to strengthen the acute need to prevent angry demonstrations. This synthesis should create more effective upbringing and education towards democratic citizenship. The aim of the project is to analyze selected aspects related to issues of extremism in theory, the synthesis of which contributes to problem solving, resulting in new methodical sheets in an online available format. The acquired knowledge will be available to the professional public, especially to primary and secondary school teachers in the Slovak Republic, in the framework of workshops, thematic lectures and summer schools

Porównanie wybranych aspektów rodziny – obecnie i w przeszłości

The family is the basic cell of every society and is therefore a key element in the creation and existence of every state across the world. At the beginning of the 21st century, more than ever the institution of the family is in crisis, characterized by a particularly low interest in the state of marriage and a high divorce rate among young couples. The main negative elements acting on the existence of families in the Slovak Republic include in particular the low social and economic status of the population, the expansion of narcotic drugs and psychotropic substances, some family members moving to work elsewhere in Slovakia or abroad and also the gradual drifting apart of young families from parents and grandparents. If the crisis of social units has violated the harmony and adjourned original morality and ethics, we can look at the initial violence and many serious conflicts. In this paper we deal with the family in terms of key features. Subsequently, we analyze the harmonious family, the disharmonic family, friends and functionality. Further emphasis is on intergenerational solidarity in the social unit, which is essential to maintain and develop the company. Finally, it should be added that at present there are different views on the form of the family, including social and legislative form of homosexual social units. It should be noted that in the Slovak society the dominant view is on maintaining the traditional family.Rodzina jest podstawową komórką wszystkich społeczeństw i dlatego też jest kluczowym elementem w powstawaniu i istnieniu wszystkich państw na świecie. Na początku XXI wieku wystąpił w sposób znacznie bardziej oczywisty niż kiedykolwiek wcześniej kryzys rodziny, charakteryzujący się niskim zainteresowaniem pastwa sytuacją rodzin i wysokim współczynnikiem rozwodów wśród młodych małżeństw. Negatywne zjawiska wpływające na życie rodzin w Republice Słowackiej to niska pozycja społeczna i status ekonomiczny ludności, coraz częstsze zażywanie narkotyków i leków psychotropowych, wyjazdy zarobkowe na terenie Słowacji i za granicą, jak również stopniowe oddalanie się młodych małżeństw od rodziców i dziadków. Jeśli podczas tego kryzysu jednostki społeczne naruszały harmonię i zasady tradycyjnej moralności i etyki, możemy mówić o początkach przemocy i wielu poważnych konfliktów. W tym artykule omówiono sytuację rodziny biorąc pod uwagę podstawowe zagadnienia. Zaprezentowano również opisowe i interpretatywne analizy rodzin harmonijnych, nieharmonijnych, jak również przyjaciół rodzin i ich funkcjonalności. Dalej kładzie się nacisk na solidarność międzypokoleniową w jednostkach społecznych, która to jest konieczna, aby utrzymać i rozwijać poczucie wspólnoty. Na końcu dodać należy, że mamy obecnie do czynienia z wielorakimi spojrzeniami na rodzinę, w tym regulację prawną i społeczną sytuacji związków homoseksualnych. Zauważyć należy, że w słowackim społeczeństwie przewagę ma tradycyjna wizja rodziny

Sustainability of Print Media in the Slovak Republic with Regard to the Economic and Technological Development

(1) Background: The main purpose of the research study is to identify and quantify significant development trends in the market of selected print media in Slovakia for the period 2010–2020 but especially to analyze their decline trend and estimate their sustainability in the media market after the entry of digital media. (2) Methods: To be able to arrive at qualified answers to the above research questions, we obtained and statistically processed available data on the scope of production and sales of relevant periodicals for the period 2010–2020 in the form of a time series. Subsequently, we chose suitable econometric models (regression analysis, panel data analysis, autoregressive models) as tools for their analysis with the possibility of prognostic applications. (3) Results: Research on selected dailies in the Slovak Republic in the years 2011–2020 revealed findings about the trend and also the nature of its variability, showing approximately the same decreases in the streams of dailies sold. We consider the growing popularity of digital media at the expense of traditional media to be the main reason for the decline in the cost of daily newspapers sold. The analysis and quantification of this substitution relationship will be the subject of our next paper. (4) Conclusions: If the current trend of decreasing daily average sold costs continues in the Slovak Republic, based on derived econometric models, it is possible to qualitatively estimate the minimum acceptable level of daily press sales and, thus, estimate the life of dailies in their classic form. The result will be their new orientation toward the electronic form of media products