Abstract. The paper is a review of secondary sources presenting the importance of mobile marketing communication on the contemporary market. A special attention is paid to the use of smartphones in marketing communication, both from the sender's (organization's) and receiver's (customer's) points of view. The paper discusses various approaches to mobile marketing communication, some analyses from Polish market (case studies), and proposes a structure of tools for mobile marketing communication.

Abstr actCurrent models of innovation development assume cooperation between multiple entities. The inclusion of consumers is treated as an essential condition for the effective marketability of innovative solutions. Innovations that start with understanding of the current behavior of target customers have a much greater chance of success. Therefore, satisfying the needs of a customer is no longer the primary objective of a company. It is the search for opportunities and ways of enriching the lives of consumers by goods and services which are co-created by them. An important aspect is also the current trend of product-centric firms, which in order to remain competitive in the market, add services to their portfolio, which requires a greater focus on service innovation for all kinds of companies. The objective of the paper is to present the concept of the Consumer Voice and to present and analyze research methods that enable active involvement of the consumer into the process of searching and creating ideas for innovative products. The products are classically understood as "anything that can be offered to a market to satisfy a need or a want" -so by products authors mean both tangible goods and services, with a special emphasis on services. The paper uses the methods of literature review, case study analysis and synthesis. There are 2 case studies presented and analyzed. The conclusion is that companies that properly use VOC research methods are successful on the market, which has been confirmed by the conducted case studies analysis. This conclusion is based on literature research and presented case study analysis.

The use of smartphones is still increasing in Poland. 64% of Poles used a smartphone device in 2017. Mobile marketing is therefore an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile generated sales. The objective of the paper is to investigate the perception of the use of mobile apps by the biggest Polish service companies. By the use of a dedicated research tool, the paper investigates changes that occurred during the two years period. It was revealed that the mean evaluation of mobile apps by android users declined in the research period (years 2016-2018). It constitutes a serious thread for researched service companies, as it may indicate a poor level of satisfaction of their customers from their mobile marketing actions.

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Purpose:The main objective of the paper was to analyze the weekly seasonality of childbirths in 1967-2017 nationwide, divided by voivodeships and types of gminas (local communities). The relationship between the intensity of births on Sundays and the proportion of childbirths performed by caesarean section was also investigated Design/Methodology/Approach: The analysis covered 26,060,540 records containing the dates of births in Poland from the PESEL database for 1967-2017. The seasonality of births was presented by means of heat maps, while the Pearson correlation coefficient was used in the analysis of relationships. Findings: Research confirms the increasing proportion of deliveries carried out by the cesarean section in the majority of countries worldwide. However, Poland is one of the countries where the prevalence of cesarean sections is the highest in the world. According to WHO, the percentage of cesarean sections should be about 10-15 % of all births, while in 2017 in Poland it amounted to 45%. The empirical study confirmed a marked decline in births on Saturdays and Sundays in Poland. Practical Implications: The described trends may adversely affect demographic processes, e.g., they may exacerbate the low fertility rate in Poland. Originality/value: The study fills the gap in the international research on the phenomenon by adding results from Poland.