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2012 | 9 | 41--48
Tytuł artykułu

Solutions of marketing communications in new economy

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Warianty tytułu
Języki publikacji
EN
Abstrakty
Artykuł ten pokazuje nowe technologie w działalności gospodarki przedsiębiorstw, zwłaszcza w dziedzinie marketingu. Wykorzystanie nowoczesnych technik informacyjnych torują drogę do rozwoju komunikacji marketingowej.Internet jest pierwszym medium, które umożliwia taki zaawansowany dialog między firmami i klientami, a tym samym - budowanie trwałych relacji z nimi.
EN
Information that is useful in a decision-making process becomes the most valuable resource namely knowledge for today's businesses. Marketing information is any kind of information used in the process of company's marketing management, which is the basis of knowledge creation. It allows us to reduce the uncertainty of decisions related to the implementation of strategic and operational marketing. Increasing needs and requirements of customers, increasing economic and IT awareness, and escalating competition have resulted in a fact that information, being a product of information technology, is a necessary condition to achieve a non-price competitive advantage. Information systems have operated in business for a long time. So far, however, their purpose has been to improve existing practices. Only adding them to an integrated, global network - which is the Internet - creates a new quality. Every organization, large or small, has the ability to conduct business on an international scale. The wealth of information in the network gives tremendous opportunities to businesses and customers. Information and knowledge can spread rapidly over large distances. Progress and economic growth has always been a product of human mind and technological innovation. Access to information and knowledge, what this information means is the basis of development, including economic development. New business environment is created where information and knowledge, through teleinformation technology, become a primary decisive criterion for the success or failure of firms, regions and whole economies. Information and knowledge create value added, increase productivity and efficiency of management.(original abstract)
Twórcy
  • Uniwersytet Szczeciński
  • Uniwersytet Szczeciński
Bibliografia
  • Gregor, B. & Stawiszyński, M. (2002). E-Commerce. Bydgoszcz-Łódź: BRANTA.
  • Szymoniuk, B. (2006). Marketing Communications. Instruments and Methods. Warsaw:PWE.
  • Mruk, H. (2002). Communication in Business. Poznań: EA in Poznań.
  • Kowalski, J.A. (2011). Changes in Contemporary Marketing Communications due to the Information Society. Ways of Achieving the Information Society. Scientific Books of the University of Szczecin No. 637. Economic Problems of Services No. 62.Szczecin: The University of Szczecin.
  • Nowicki, A. (2005). Information System of Business Marketing. Warsaw: PWE.
  • Rosa, G. (2005). Marketing Communications. Szczecin: The University of Szczecin.
  • Stasieńko, J. Information System Supporting Management of Relations with Customers,http://kis.pwszchelm.pl/publikacje/V/Stasienko.pdf.
  • Sztucki, T. (1998). Encyclopedia of Marketing. Warsaw: Placet.
  • Szwarc, N. From Mass Marketing Communications to Personalization in E-marketing,www.ementor.edu.pl/artykul/index/numer/35/id/762.
Typ dokumentu
Bibliografia
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