Anita Proszowska

I am an assistant professor at the Department of Enterprise Management at the Faculty of Management at the AGH University of Science and Technology (AGH-UST) in Krakow, Poland. I obtained a PhD in Management (2004) from AGH UST (Krakow). I am an author of more than 90 publications on marketing. I have comprehensive experience in training and teaching. For over 20 years, I have analysed marketing theories and observed marketing practices to share my knowledge with students and entrepreneurs. I analyse the use of marketing instruments to improve relations between different market participants, shape the image and increase the effectiveness of influencing the market decisions of buyers. My main scientific interests are customer behaviour analysis and customer experience management. Primarily I observe the differences in marketing communication depending on cultural differences between message senders and recipients.