<?xml version="1.0" encoding="UTF-8"?><xml><records><record><source-app name="Biblio" version="7.x">Drupal-Biblio</source-app><ref-type>17</ref-type><contributors><authors><author><style face="normal" font="default" size="100%">Joanna   Łodziana-Grabowska</style></author></authors></contributors><titles><title><style face="normal" font="default" size="100%">ETHICAL EVALUATION OF MARKETING ACTIONS ACCORDING TO THE CONSUMERS</style></title><secondary-title><style face="normal" font="default" size="100%">Problems of Management in the 21st Century</style></secondary-title></titles><keywords><keyword><style  face="normal" font="default" size="100%">consumer attitude</style></keyword><keyword><style  face="normal" font="default" size="100%">ethical behaviour</style></keyword><keyword><style  face="normal" font="default" size="100%">evaluation of marketing actions</style></keyword></keywords><dates><year><style  face="normal" font="default" size="100%">2013</style></year><pub-dates><date><style  face="normal" font="default" size="100%">December/2013</style></date></pub-dates></dates><urls><web-urls><url><style face="normal" font="default" size="100%">http://oaji.net/articles/2014/450-1397905752.pdf</style></url></web-urls></urls><volume><style face="normal" font="default" size="100%">8</style></volume><pages><style face="normal" font="default" size="100%">Discontinuous</style></pages><language><style face="normal" font="default" size="100%">eng</style></language><abstract><style face="normal" font="default" size="100%">Ethics is one of significant and at the same time indispensable aspects of operations by contemporary organisations. It should constitute the benchmark for the direction of actions both inside the organisation and within its external relations. The evaluation of marketing actions, addressed first of all to consumers, should facilitate the resolution of decision-related problems as well as prevent their arising.
 The research was aimed at recognising the respondents’ opinion on the contemporary marketing practice towards the customer. 
 Based on the applied dependency method and primary data the respondents’ opinion on the contemporary practice of marketing towards the customer is presented in the article. The research results confirm the thesis that the ethical behaviour is beneficial for companies since the consumers choose products offered by the companies being in compliance with the principles of ethics and values recognized by the purchaser.
 One should remember that the ethical behaviour does not simply consist in avoidance of evil acts. The marketing specialist following the ethical code of conduct recognises that the position held by him/ her in the society also signifies certain commitments. </style></abstract><work-type><style face="normal" font="default" size="100%">Original article</style></work-type><section><style face="normal" font="default" size="100%">66-80</style></section></record><record><source-app name="Biblio" version="7.x">Drupal-Biblio</source-app><ref-type>17</ref-type><contributors><authors><author><style face="normal" font="default" size="100%">Joanna   Łodziana-Grabowska</style></author></authors></contributors><titles><title><style face="normal" font="default" size="100%">SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE</style></title><secondary-title><style face="normal" font="default" size="100%">Problems of Management in the 21st Century</style></secondary-title></titles><keywords><keyword><style  face="normal" font="default" size="100%">customer relationship management</style></keyword><keyword><style  face="normal" font="default" size="100%">database marketing</style></keyword><keyword><style  face="normal" font="default" size="100%">direct marketing</style></keyword><keyword><style  face="normal" font="default" size="100%">target market</style></keyword></keywords><dates><year><style  face="normal" font="default" size="100%">2013</style></year><pub-dates><date><style  face="normal" font="default" size="100%">April/2013</style></date></pub-dates></dates><urls><web-urls><url><style face="normal" font="default" size="100%">http://oaji.net/articles/2014/450-1392546003.pdf</style></url></web-urls></urls><volume><style face="normal" font="default" size="100%">6</style></volume><language><style face="normal" font="default" size="100%">eng</style></language><abstract><style face="normal" font="default" size="100%">The study aims at presenting the position and role of marketing databases in the enterprise’s market operations and achievement of sales targets. 
The study identifies the following elements pertaining to the discussed issue: essence and parts of the database marketing, significance of the database marketing in the process of target segments service, database and customer relationship management as well as the problem of the customers’ privacy in relation to their data being used and processed by market entities.
 It should be emphasized that the informational systems constitute the basic elements supporting the process of sales management and service of the company’s target segments.
 It should be stressed that for the trade marketing the identification of a recipient type is 
of significance, which is presented in this study with reference to the database marketing. The database may also contain the information on products, departments and sales force involved in 
a specific marketing action.
 With such database at their disposal the companies become mobile in terms of their offer adjustment to the market requirements, while by making the customer the central point of their focus, their marketing becomes an essential and effective tool of building their relationship with the customer. 
The database development in order to identify the potential customers is a significant project of impact on the efficiency of marketing and the process of target market service, both for small and large enterprises.</style></abstract><work-type><style face="normal" font="default" size="100%">Original article</style></work-type><section><style face="normal" font="default" size="100%">40-47</style></section></record></records></xml>