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Whenever consumers interact with technological devices connected to the internet, they disclose information about themselves. The rapid diffusion of voice technology is shifting the way consumers interact with technological devices from typing or clicking to speaking. This article offers a comprehensive analysis of how this shift from manual to oral communication with technology affects information disclosure. The authors first consider verbal disclosure and provide a conceptual framework that explicates how voice technology can influence consumers' propensity to reveal information about themselves through semantic content disclosed voluntarily. They then consider nonverbal disclosure and provide an analysis of how voice technology enables the collection of information revealed unintentionally through vocal paralanguage and ambient sound. The article offers testable propositions and poses open research questions that can serve as impetus for future research. In addition, it provides insights to marketers regarding how to navigate voice technology as a source of consumer information and to policy makers regarding how to better protect consumer privacy in interactions with voice technology. [ABSTRACT FROM AUTHOR]

Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although virtual influencers are perceived as novel and exciting, their effectiveness in different areas of consumer behavior has not been examined. While previous research has compared several attributes of virtual and human influencers, our research is specifically motivated to answer: how can marketers increase the effectiveness of virtual influencers in promoting prosocial causes? Across four experiments employing different prosocial contexts, we compared the effectiveness of virtual and human influencers in increasing consumers' prosocial intentions and behaviors. Findings suggest that although human influencers are more persuasive in promoting prosocial behaviors, this effect only occurs when a virtual influencer is perceived as a standalone influencer (i.e., not affiliated with a brand). Overall, our results imply that marketers can substantially increase the effectiveness of virtual influencers by making the cues of brand affiliation salient in influencers' posts. [ABSTRACT FROM AUTHOR]

This paper develops an instrument to measure the brand personality of employers in the healthcare sector. Focus group interviews, literature and internet searches were used to generate an initial item pool. Based on three online surveys among nursing staff, exploratory and confirmatory factor analyses and Rasch modeling were used for factor extraction, scale refinement, and scale evaluation. These analyses show that the employer brand personality can be operationalized as a higher-order construct with the dimensions of status, warmth, competence, and trustworthiness. In particular, these analyses confirm the reliability and validity of the delineated measurement instrument. Healthcare organizations from the public and nonprofit sector can thus use the measurement scale to assess their image as an employer as well as the effectiveness of their personnel marketing activities. [ABSTRACT FROM AUTHOR]

Digitalization has promoted the development of the sharing economy by facilitating exchanges that provide consumers with temporary access to products. Hence, enhancing consumers' preference for access‐based products is critical for marketing practitioners and researchers. This study proposes an effective advertising strategy to enhance access‐based consumption based on the adoption of an appropriate visual perspective in advertising design. We demonstrate that advertisements that adopt a third‐person (first‐person) perspective increase (decrease) consumers' preference for access‐based products. Mental simulation and psychological ownership mediate this effect; in addition, this effect is moderated by advertising appeal. Five empirical studies provide convergent evidence in support of the study's proposed hypotheses. These findings contribute to research on access‐based products and visual perspective and suggest innovative visual strategies for marketing practitioners. [ABSTRACT FROM AUTHOR]

Traditional models of consumer behavior assume that customers perceive factors, e.g., time, in a rational manner throughout the day. For example, the same time period of an hour should, fundamentally, be evaluated as the same as an hour in the afternoon. Yet, across three experimental studies, we find evidence counter to this belief. Under the theoretical framework of the categorization of time, we posit that the unconscious categorization of time influences our satisfaction with company response time due to perceptions of time and resource depletion. We empirically demonstrate that the time‐of‐day of complaint submission impacts satisfaction with company response time such that the same company response time will be perceived as more satisfying in the morning than when received in the afternoon. This previously overlooked relationship builds on a robust and growing literature examining timing strategies in service recovery. We provide both low/no‐cost initiatives as well as strategic timing prioritization for marketing practitioners to maximize customer satisfaction with firm response time. [ABSTRACT FROM AUTHOR]

Percentage changes greater than 100% are frequently used in consumer contexts; for example, a cordless vacuum cleaner may boast "125% longer runtime" compared to competitors. Via six studies (n  = 2,395) and 11 supplementary studies (n  = 3,249), the current research shows that consumers systematically underestimate the magnitude of percentage changes greater than 100%. Specifically, many consumers apply the relative size usage (e.g. "125% of," equivalent to 25% more) instead of the appropriate relative change (e.g. "125% more," equivalent to 100% more + 25% more), which leads them to be off by exactly 100% in their magnitude estimates. The rate of bias decreases when the difference between these two usages is emphasized. The Off by 100% bias occurs across a variety of consumer contexts, influencing behavioral intentions and incentive-compatible choice. The findings make theoretical contributions to research on processing of percentages, probability versus frequency formats, and magnitude judgments. Finally, understanding how different presentation formats of the same information can lead to different magnitude judgments enables marketers and policymakers to ensure more effective communication. [ABSTRACT FROM AUTHOR]

This article develops the first structural model of organizational buying to study innovation diffusion in business-to-business markets. The model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts and then downstream users order items on contracted terms. The model captures different utility trade-offs for users and buyers while accounting for how buyer and user choices interact to influence user adoption/usage and buyer contracting. Further, the authors consider the dynamics induced by share-of-wallet (SOW) pricing contracts, commonly used in business-to-business markets to reward customer loyalty with discounts for buying more than a threshold share from a supplier. The authors assemble novel panel data on surgeons' product usage, SOW contracts, contract switching, and hospital characteristics. They find two segments of hospitals in terms of the relative power of surgeons and buyers: a buyer-centric segment and a surgeon-centric segment. Further, they find that innovations diffuse faster in teaching hospitals and when surgical procedures are concentrated among a few surgeons. Finally, the authors answer questions such as these: Should the marketer focus on push (buyer-focused) or pull (user-focused) strategies? Do SOW contracts hurt the innovations of smaller firms? Surprisingly, the authors find that SOW contracts can help speed the diffusion of major innovations from smaller players. [ABSTRACT FROM AUTHOR]

This research analyzes the cultural contradictions of authenticity as they pertain to the actions of consumers and marketers. The authors' conceptualization diverges from the conventional assumption that the ambiguity manifest in the concept of authenticity can be resolved by identifying an essential set of defining attributes or by conceptualizing it as a continuum. Using a semiotic approach, the authors identify a general system of structural relationships and ambiguous classifications that organize the meanings through which authenticity is understood and contested in a given market context. They demonstrate the contextually adaptable nature of this framework by analyzing the authenticity contradictions generated by the cultural tensions between "conscious capitalism"—a market logic that encompasses both global brands and small independent businesses, such as a farm-to-table restaurant or an organic food co-op—and the elitist critique. The Slow Food movement provides a case study for analyzing how consumers, producers, and entrepreneurs who identify with conscious capitalist ideals understand these disauthenticating, elitist associations and the strategies they use to counter them. The authors conclude by discussing implications of the analysis for theories of authenticity and for managing the authenticity challenges facing conscious capitalist brands. [ABSTRACT FROM AUTHOR]

Charities are constantly looking for new and more effective ways to engage potential donors in order to secure the resources needed to deliver services. The current work demonstrates that creative activities are one way for marketers to meet this challenge. Field and lab studies find that engaging potential donors in creative activities positively influences their donation behaviors (i.e., the likelihood of donation and the monetary amount donated). Importantly, the observed effects are shown to be context independent: they hold even when potential donors engage in creative activities unrelated to the focal cause of the charity (or the charitable organization itself). The findings suggest that engaging in a creative activity enhances the felt autonomy of the participant, thus inducing a positive affective state, which in turn leads to higher donation behaviors. Positive affect is demonstrated to enhance donation behaviors due to perceptions of donation impact and a desire for mood maintenance. However, the identified effects emerge only when one engages in a creative activity—not when the activity is noncreative, or when only the concept of creativity itself is made salient. [ABSTRACT FROM AUTHOR]

Purpose: This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand. Design/methodology/approach: This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model. Findings: All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior. Originality/value: SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel. [ABSTRACT FROM AUTHOR]

The article focuses on highlighting the diverse expertise and research interests of several scholars in the field of marketing, ranging from empowering female entrepreneurs through female mentors to studying the psychology of technology, consumer behavior, and the impact of marketing practices on economic development.

This research illuminates the ethical standards governing marketing professionals within the Islamic banking sector, focusing on discouraging unethical practices for personal gain. We objectively depict the prevailing ethical landscape using field research and descriptive methodologies. Our investigation reveals that the largest Islamic Bank in Indonesia, Bank Syariah Indonesia (BSI), has instituted a comprehensive ethical framework for its marketing personnel. This framework transcends mere guidelines, embodying an ethos deeply ingrained in their professional conduct. Marketing strategies, underpinned by Islamic ethics, are guided by the tenets of faith: Siddiq (honesty), Amanah (responsibility), Fathanah (wisdom), and Tabligh (communicative). This study offers a unique insight into the ethical marketing practices within the Islamic banking industry, contributing to the discourse on ethical standards in financial services marketing. [ABSTRACT FROM AUTHOR]

The aim of this phenomenology study is to explore the experiences of turnover intention and behavior, which is the central phenomenon of the research, of sales personnel in a market chain operating in 81 provinces of Türkiye in the context of working conditions. The emotions and thoughts of the sales personnel, as an interpretative framework for the silenced voices they want to convey, are discussed in terms of social justice. The inductive method was used in abstraction. By using criterion-based sampling, salespeople with turnover intention were reached with the snowball sampling strategy. After the data received from each participant, control was made repeatedly, and semi-structured interviews were continued until the 36th participant, who was considered to be satisfied with the answers received. For validity, peer review was conducted with 2 different colleagues of the researcher at all stages of the research. In addition, members were checked and opinions of all participants were taken. Thus, this study was implemented by taking into account the suggestions of peers and participants. A consensus was reached on the codes and themes with the same 2 academicians who took part in the peer review at the validation stage for reliability. With the participation of 3 academicians in the research, its internal reliability was also increased. In addition, the use of many sources and opinions about organizational factors and working conditions associated with turnover intention and behavior is also supportive for reliability. 19 women and 17 men who experienced turnover intention participated in the research. From the first interviews starting in November 2021 to 6 months-1 year later, 36 participants exhibited turnover behavior due to poor working conditions and organizational factors. It is thought that the research related to the fact that there is no qualitative research in the literature that reveals the intention to leave the job and the behavior of leaving the job due to this intention in the retail sector in particular, will contribute by filling a gap in the literature. [ABSTRACT FROM AUTHOR]

The article makes the case for stronger interactions between marketers and those who do the "thinking" (those work in marketing research and education.) The historical distance between these two fields is compared with what Aristotle referred to as distinguished thinking (theoria) and doing (praxis). The topic is compared to weaving, where individual fibers have value separately, and when combined can produce useful materials or beautiful tapestries.

Background: Functional food is becoming more and more important for professionals and also for consumers. On the other hand, it is known that the main factors affecting the sale of agricultural products are the general market dynamics, legislation, product range, seasonal sales dynamics, competitors, pricing, buyers and distribution channels. What's also important is the profile of the company's personnel and the work of personnel in the market, advertising related to the quality of the product, which in recent times is especially based on the "natural" origin and functional value of the product' Objective: The aim of the current study is to quantify the factors influencing the level of potato marketability through econometric analysis in Armenia. One of the objectives was also to observe whether the population appreciates the functional value of potatoes, which may affect future marketability and yield of potatoes. Methods: Quantitative assessment of the factors influencing the level of potato marketability was carried out with a number of indicators: the yield of the sowing area, the gross harvest and the volume of export and import. Observations were carried out during 10 years (2009 - 2018). A seven-item questionnaire was developed to explore consumer preferences for purchasing potatoes. Results: The level of marketability of potatoes had an increasing trend with the certain fluctuations (years: 2010, 2014, 2016 and 2018). The data on the correlation coefficients on the factors influencing the level of potato marketability indicated that the relationship between the marketability level and potato planting area is inverse to the average level (ryx1 = - 0.615). The correlation between the level of commerciality and yield is direct in the lower middle range (ryx2 = 0.461). The latter shows that increasing the level of yield contributes to the level of marketability. The effects of gross harvest, export and import volumes have a negative impact on the level of commoditization, but the relationship is extremely weak with ryx3 = - 0.214 and ryx4 = - 0.0532 and ryx5 = - 0.105. Interview studies show that factors affecting potato marketability and productivity are subject to change. Conclusion: The increase in metabolic/non-communicable diseases, increased consumer awareness of these diseases and their prevention, as well as developments in organic agriculture and functional food production require changes in economic research and calculations, also related to functional foods. [ABSTRACT FROM AUTHOR]

Human resources marketing is a relatively new branch of economic science, routed at marketing and human resources management and organisational governance domains and building upon their concepts. It has a substantial potential - if applied properly by the organisations, to help them attract, motivate, retain and manage their human resources, making sure they are well equipped with the needed skills and qualification, thus obtaining competitive advantage in the war for talents. The paper, on the basis of a dedicated desk-research, examines the evolution of the human resources marketing concept and its theoretical foundations in order to suggest models for successful practical application. It also charts avenues for further theoretical studies. [ABSTRACT FROM AUTHOR]

Social media have far-reaching uses in many areas. Their original intention of creating communities and connecting people in an informal way has grown into a significant use in business as well, making them one of the important channels in marketing communications. The increasing demands not only of customers, but also of employees lead companies to new ways of approaching brand building and communication. The employees have become the customers, and thus brand building also extends to the field of personnel management and personnel marketing. Companies need to communicate externally as well as internally in order to attract potential or existing employees. Properly grasped communication in personnel marketing becomes a competitive advantage in acquiring qualified labor. The main aim of this article is to create a comprehensive overview of social media that can be used for personnel marketing purposes and to point out the possibilities of their practical use in external or internal communication in relation to potential or existing employees of companies. We reviewed the articles related to the topic of social media in personnel marketing and analyzed social media itself, which can be encountered in the online environment. The results and discussion focus on creating a comprehensive overview of social media that can be used in personnel marketing and points out the possibilities in which these social media can be used in communication in the external environment towards potential employees so that it is possible to build the employer's brand, inform about job positions and obtain suitable candidates. At the same time, it points out the possibilities of using social media in the internal environment towards existing employees in order to achieve employee awareness, communication between employees, building motivation, working relationships, corporate identity and employee education and development. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic, and then the military aggression on the territory of Ukraine, had an extremely negative impact on the development of enterprises in all sectors of the state economy, personally affecting the air transport, which was forced to suspend its activities. The field of aviation services is traditionally characterized by the changing needs of customers, which causes a high degree of probability of dissatisfaction with the range and quality of aviation services provided by both domestic and international airlines. The dynamics of modern life and the business environment, the change in the ratio of work and free time increase the demand of the population for convenient and modern aviation services, putting increasingly high demands on the airlines that provide them to achieve competitive advantages. The main purpose of this study is to identify the place of personnel marketing in the airline's anti-crisis management system. Within the framework of this article, a study of the structural elements of the marketing complex of the enterprise in the field of service provision was carried out; the structural ratio of personnel categories in world civil aviation is determined; the impact of the COVID-19 pandemic on the level of employment in world aviation is analysed; the dynamics of changes in personnel costs in global aviation under the influence of the COVID-19 pandemic are determined; the dynamics of changes in operating income and expenses for social needs of the airline "Ukraine International Airlines" under the influence of a number of crisis phenomena in the world and state economy are analysed. The methodological methods of the conducted research were the following methods: general scientific methods of analysis and synthesis, logical and situational analysis and partial methods specific to economic sciences (subject-object approach, economic and statistical analysis, grouping, comparison and classification). According to the results of the research, the authors proposed an algorithm for the process of bringing the airline out of the crisis, which takes into account the prerequisites that affected the decline in the economic performance of aviation sector enterprises and focuses on the importance of introducing personnel marketing to the anti-crisis management system. The authors recommend applying the proposed model of using personnel marketing in the processes of anti-crisis management of an airline in order to include corporate culture in the system of anti-crisis management of an airline as an important tool that will contribute to the development of the intellectual capital of the company and the generation of new ideas. The results and recommendations of the study have practical value for Ukrainian airlines regarding the integration of personnel marketing into the anti-crisis management system. [ABSTRACT FROM AUTHOR]

This article reveals a new and little-studied aspect of labour economics - the quality of working life. The author's definition of the quality of working life is proposed, which opens an original view of human resources - from the standpoint of the workers themselves. The specified author's view of human resources is based on the existing concept of development and disclosure of human potential. However, this concept presupposes the most efficient management of human resources in the interests of employers (growth of productivity and competitiveness) and the economy (acceleration of the rate of economic growth and development of an innovative economy). The concept of the quality of working life is considered as the peak of the evolution of the theory of labour economics reached to date. The original concept of labour as a factor of production assumed interchangeability, impersonality and low value of personnel for enterprises. The concept of human resources that followed took into account the individual characteristics of workers and presupposed an individual approach to motivating and stimulating work. The authors of this article are developing a scientific concept and measurement methodology (polycriteria assessment) of the quality of working life. With the help of the proposed author's methodology, from the standpoint of the consequences for the quality of working life, two alternative approaches to human resource management are compared - labour norming and personnel marketing. The advantages of the marketing approach to human resource management are substantiated and recommendations for improving the marketing mix of personnel to develop the quality of working life are offered. [ABSTRACT FROM AUTHOR]

Hunt (2018, Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?). Journal of Marketing Management, 34, 16-51. doi:10.1080/0267257X.2017.1326973) provides a synthesis and critical review of over 100 years of marketing literature organised into four eras. In his prognosis of the outlook for Era V, Hunt notes that there are reasons to be optimistic about the prospects for both the marketing discipline, broadly, and the field of strategic marketing, specifically. However, he also draws attention to the concerns voiced by a number of marketing scholars regarding the current state of the field and the future outlook for the field. Hunt argues that the prospects for the marketing discipline and the field of strategic marketing are closely intertwined, and that the health of the latter contributes significantly to that of the former. Against this backdrop, this commentary focuses on the promise of theory for advances in strategic marketing and the advancement of the marketing discipline. [ABSTRACT FROM AUTHOR]

This article provides a critical review of the literature concerning marketing and racism, grounded in theoretical foundations drawn from critical race theory, whiteness theory and attendant models of privilege and oppression in society. The extant literature indicates a relationship between racism, marketing and social hierarchies which manifest with regard to marketing representations of people of colour and racialised groups; discriminatory practices in the marketplace and the roles of marketing professionals of colour. However, multiculturalism and anti-racism efforts attempt to counter racist practices; yet, the impacts of these efforts are unclear. Directions for future research are suggested. [ABSTRACT FROM AUTHOR]

Farmers markets can offer solutions to several of the biggest problems besetting the US food system: fair prices to farmers; healthy, fresh food for consumers; direct contacts between consumers and farmers; food for food deserts; support for local economies. Awareness of these benefits led us to study the farmers markets of Greater Cincinnati. Markets grew rapidly in the early 1980s, peaked in 2012, and declined 17% by 2018. Sixty-one percent of the markets that started since 1970 have closed. Two types of markets exist: farmer-focused markets, with farmer vendors, and consumer-focused markets, with farmers and specialist vendors. Detailed information about market management shows that managers, the majority of whom are volunteers or underpaid, have insufficient resources to be sustainable. Market decline is often blamed on an oversupply of markets, but other factors are involved: the inability of market personnel and customers to cross class and racial boundaries; the encroachment of online retailers; a scarcity of farmers; market manager failures. Individual markets need to form coalitions and gain sufficient resources from governments or private funders to employ specialists who can assist managers, expand the consumer base, and design promotion campaigns that effectively promote farmers markets in the changing retail food landscape. [ABSTRACT FROM AUTHOR]

Lean manufacturing accomplishments have led researchers and practitioners to consider extending lean to different engineering enterprise parts, including product and process development. However, in the early phases of product development, it is important to both reduce costs and improve a product's sustainability performance. This paper develops a framework to guide designers and manufacturing managers to design products that better meet customer needs and requirements for sustainable products and services. To achieve this, a critical review of the existing literature in the field of lean design, and eco-design was conducted to fill the research gap and then develop the proposed methodological framework. The integration aimed to create synergies to extend the integration benefits and promote rational use of resources and time to create value for customers by eliminating waste and unnecessary actions in the product development process. The main objective is to ensure the development of products with minimal negative impacts on the natural environment. To our knowledge, this is the first time in the literature that an integrated framework is bringing together lean design and eco-design principles, practices, guidelines, drivers, barriers, and success factors. The framework can potentially serve product designers, manufacturing engineers, sales/marketing personnel, in fact, anyone who has a vested interest in designing environmentally friendly products. [ABSTRACT FROM AUTHOR]

Today, the growing needs of the labor market in qualified personnel and the strategic objectives of Ukraine to form a competitive economy require radical changes in the education sector by introducing science-intensive education and research-oriented training to develop Competencies 4.0. The comparative analysis confirmed the inconsistency of the structure of training of specialists of Ukraine not only with the similar structure in developed countries but even with the structure of countries with the appropriate level of economic development. To solve mentioned problem on the basis of the study, the article presents: the structure of systemic interaction of the activities of higher education institutions and the structure of their funding with the involvement of institutional and extra-budgetary sources; proposed normative-legal, organizational, financial measures aimed at increasing the quality of education, which would correspond to the level of the world’s leading countries. Activities include specific recommendations, such as encouraging students to do research using a sub-project approach with separate terms of reference and budget; non-financial involvement of students in the research projects of leading scientists as a tool to stimulate the acquisition of new skills and knowledge, the rating approach — «the best student — the best researcher», etc. Using the methods of mathematical formalization, a forecast of the deterioration of the quality indicator of mathematical and natural education was formed, which became the justification for the urgency of educational reforms; the existence of correlation of nominal GDP per capita from the indicator of the quality of mathematical and natural education is proved and the values of time intervals necessary for the manifestation of this dependence are established. These research results provide an opportunity for both scientists and management practitioners to use them in their work. [ABSTRACT FROM AUTHOR]

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Many people live with restrictions in their daily lives. Overlooked in past research is how individuals who experience restrictions construe information. We propose that individuals with temporary (permanent) restrictions adopt a more concrete (abstract) level of construal. Theoretically, perceptions of loss of control explain the construal level of consumers with temporary (vs. permanent) restrictions. We tested our hypotheses in a series of four quasi‐experiment studies both in the field and online, including samples of individuals with diabetes and celiac disease. The results show that individuals who experience temporary (permanent) restrictions adopt more concrete (abstract) levels of construal, which results in their preference for products that communicate brand (category) attributes and shelves that contain only restriction‐related (mixture of restriction‐ and no restriction‐related) products. These findings extend developments in the literature on restrictions and construal level theory by showing the effects of duration of restrictions on individuals' mindset and generate actionable implications for marketers and policymakers. [ABSTRACT FROM AUTHOR]

The purpose of the article is to study, generalize and analyze current trends and prospects for the development of agrotourism in Russia with the help of personnel marketing elements. The article determines that a significant constraint on the development of the sub-sector is the imperfection of the regulatory framework and the vagueness of direct state support; legislation in the field of agrotourism is only being formed, existing assistance measures do not meet the request of society. The prospects of agrotourism are connected with the process of forming an institutional environment and developing tools for targeted state support. Results: a new impulse to realize the potential of agrotourism is associated with the coronavirus pandemic and the demand for domestic travel. As conclusions, the necessity of improving the system of state regulation and support for the development of rural tourism is established; trends that will contribute to the development of rural tourism in the conditions of the coronavirus pandemic, as well as options for the development of tourism in rural areas are highlighted; the main stages are highlighted and the mechanisms for the development of rural tourism in the region are described, which are based on the joint active work of entrepreneurs, the state and non-profit organizations; the main measures that contribute to the realization of the potential of agrotourism as a promising direction of sustainable development through the prism of personnel marketing elements are identified.© 2021 EA. [ABSTRACT FROM AUTHOR]

The paper deals with the area of personnel marketing, which is being formed as an independent scientific discipline, bringing marketing approach into human resources management. Globalisation of the labour market, digitization and technology interference, growth of competition in individual sectors bring along numerous innovations in personnel marketing, which found their place in personnel corporate communication. The aim of the submitted study is to examine application of new trends in personnel communication mix by personnel officers who represent entrepreneurial subjects on the Slovak and Czech labour markets, mainly in the context of addressing professions of short supply. The object of investigation is the way of work with the professional social network LinkedIn and attitudes of human resources officers related to this tool. [ABSTRACT FROM AUTHOR]

The paper deals with integrated marketing applied in project activities. The reason for this is the fact that such activities should refine their offer with a supplement in the project documentation but in the means of a different approach to the market. The amendment addresses recommendations to investors for the future construction and maintenance of facilities, and Lean and BIM in the design, construction and maintenance of facilities. That is why, during market processing, investors are offered an offer that solves the project task, includes design with visualization, and construction supervision, but already at this stage also includes certain maintenance solutions. This is only possible if the customers are approached comprehensively. For this there is an integrated marketing activity or process, where already in the market research, customers are informed about a kit containing everything from design, through construction to maintenance of the facility. Successful application of this process requires appropriate hardware and software support, as well as trained personnel for marketing. In scientific terms, a new method of integrating marketing activities in the business process of project activities is proposed. In application terms, a business process organization model integrated with marketing is presented, which enables the project company to connect with the market more dynamically and efficiently. [ABSTRACT FROM AUTHOR]