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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

The objective of this chapter is twofold: (1) to analyse meanings and practices regarding the work-family balance of fathers from different social and cultural backgrounds and (2) to explore how infancy experts and workplace cultures can influence the paid work and childcare reconciliation practices of native and immigrant fathers in Italy, in particular, from the point of view of fathers making the transition to parenthood. Little attention is paid to the role of infancy experts and workplace cultures in shaping fathers’ reconciliation perspectives. Moreover, little research has been dedicated to parenting practices among immigrant families from the fathers’ point of view. We investigate how parenthood is perceived and experienced by native and immigrant fathers, focussing on cultural differences with regard to beliefs about gender roles, children’s needs and childbearing. Our work is based on a qualitative analysis of 61 qualitative interviews with fathers, born in Italy, Romania, Peru and Morocco living in (the north of) Italy, carried out between 2010 and 2015. The results show how both infancy experts and workplace cultures tend to reinforce the widespread hegemonic ideals on ‘good father as provider’ both for natives and for immigrant fathers, despite their different socio-cultural backgrounds.

The chapter addresses two research questions. Firstly, where does the line between the highly internationalised small and medium enterprises (SME) and micromultinationals (mMNE) lie? Secondly, what are the success factors and hindrances to the process of becoming an mMNE? How to internationalise being a small company and build prosperous relationships on the foreign and domestic market on the way to becoming mMNE?

The single company longitudinal case study of a furniture producer from Poland is analysed. Data for the case was collected using six detailed interviews.

Due to different networking possibilities, which are often based on long-term but not formalised cooperation, sometimes the line between the highly internationalised SME, formally using only exporting and the mMNE is very narrow. The analysis corroborates the former studies concerning factors of the successful establishment of mMNEs, drawing attention to the importance of entrepreneurship and networking. However strong embeddedness in domestic relationships may constitute, at the same time, a driver as well as a hindrance in the process described.

The case study examines in detail the process of becoming an mMNE which may be used for teaching purposes regarding new organisational forms in international business.

This chapter addresses the topic of social action in catastrophic situations. The main phenomenon to be explained is how social actors cope and adjust to a sudden and unexpected change in the ecological pressures around them, such as during natural and technological disasters, in war zones, in the aftermath of accidents, and so on.¹ Using interpretative and phenomenological methods (Bentz & Shapiro, 1998), this chapter builds toward a Weberian kind of “ideal type” model outlining key sociological variables that try to explain differential social responses from human beings as they experience catastrophic circumstances.² Human beings must act very differently during catastrophes than they do during normal life. Just why is it that some people just succumb to the elements, whereas others struggle to persevere? How do some social actors manage to rely on their intelligence, resources, skill sets and other assets to control an otherwise hostile environment while others fail to do so?

E-commerce businesses have been undergoing rapid development for the last five years in the United States and for the past two years in Europe. This sustained growth illustrates the existence of a demand for this type of service, particularly among the youth. Beyond the startup phase, e-commerce companies are continuing to generate significant losses, which point to organisational defects, the most serious being logistic support to this business. Analysis of the e-commerce issue is delicate, given the haziness of the activity's perimeter. E-commerce startups offer services similar to traditional mail-order, and consumer retailing is not clearly stating its objectives in creating its own e-commerce sites.

Logistics is not an organisational technique that is adapted to the rapid and unpredictable changes that e-commerce is experiencing today. Logistics related problems in e-commerce vary according to the type of commercial activity involved, but they are often considerable and sometimes result from the precipitation with which these activities were set up.

We expand the concept of time in the workplace by examining the different ways that time is discussed and the different meanings attached to time. Drawing upon observation, informal discussions, and focus groups, we examine worker discourse about clock time, work time, and family time, and argue that the meaning attached to each is related to workers’ ability to exercise some control over time. Using survey data collected from shift workers, we illustrate the connection between time and control by examining the predictors of job satisfaction and work–family conflict.